Automaker Rolls-Royce has used the Phantom name on full-sized luxury cars and limousines since 1925, making it the longest-used car model nameplate in automotive history.[1]
In the 20th century, the Rolls-Royce Phantom was a very low volume, hand-built limousine, which in its first four generations was custom coachbuilt to the customer's requests, and sometimes extravagant desires. Whilst automobile manufacturing over time became more mechanised and prolific, and vehicles from other manufacturers could be built in greater numbers and at lower prices, the Phantoms remained hand-built, and production of individual cars only began once the order was placed. The use of the name "Phantom" is a long tradition of naming Rolls-Royce models after "ghosts" or spirits.[2]
Initial generations of Rolls-Royce consisted of the chassis and engine, then arrangements were made to manufacture the body and interior, customised to the buyer's requests. The Phantom series has maintained favour with wealthy business people, celebrities, heads of state, and royalty, for its qualities, including large interior space, exclusivity, and presence.
During the years 1931-1998, when Rolls-Royce also manufactured Bentley cars, the Phantom was exclusive to Rolls-Royce and the approach to the most opulent models wasn't shared with Bentley.