Rolls-Royce Phantom at 100: What’s Next for the Brand
Rolls-Royce Phantom marks 100 years in 2025 as the brand expands bespoke capacity, launches Series II models, and adds Black Badge Spectre.
Why this story matters now
The Phantom turns 100 in 2025, and Rolls-Royce is using the moment to widen its bespoke reach, modernize core models, and accelerate ultra luxury electrification. The company is also investing in Goodwood and expanding client touchpoints in the United States.
One century after the first Phantom, Rolls-Royce has set a busy product and investment cadence. The centenary arrives alongside the refreshed Cullinan Series II, the updated Ghost Series II, and the more potent Black Badge Spectre. Behind the scenes, Goodwood is growing to handle more complex commissions rather than raw volume, while new client spaces in New York make personalization a face to face experience for American buyers.
Why does this car matter right now?
Phantom is the pillar of Rolls-Royce. The 100 year milestone frames the brand’s current pivot toward two priorities. First, scale up bespoke capability so each commission can go deeper into materials, craftsmanship, and storytelling. Second, expand the EV footprint with Spectre and its new Black Badge variant. For a clientele that values rarity and narrative, the centenary gives context to every commission built today and sets expectations for the next century of cars.
Rolls-Royce formally marks the Phantom centenary in 2025 with official programming and historical content that connects past to present. See the company’s centenary materials here: Phantom Centenary.
How does it compare to rivals?
In this stratum, the competitive set is small. Bentley plays heavily in SUVs and grand tourers and continues to plan its full electric roadmap. Mercedes Maybach targets chauffeured comfort but relies on higher volume platforms. Rolls-Royce separates on three fronts. First, deeper bespoke with coachbuilt level techniques migrating into regular commissions. Second, the rapid elevation of Spectre into a true halo for electric luxury, now with a more powerful Black Badge specification. Third, an experience layer that reaches clients well before the atelier, including a dedicated Private Office in New York for American buyers.
Model updates keep the lineup current. Cullinan Series II sharpens the SUV’s design and interface while Black Badge Cullinan Series II carries the darker aesthetic for owners who want a bolder statement. Ghost Series II evolves the brand’s business class saloon in both standard and Black Badge forms. Rolling updates pair with the EV pathway established by Spectre.
Who is this for and who should skip it?
This is for clients who commission objects rather than purchase products. They will prioritize an in person design process, handcrafted detail, and thoughtful storytelling in the materials. The Private Office New York now gives North American clients direct access to a brand designer without traveling to Goodwood. If you want a published MSRP and dealer inventory, this is not that experience. Rolls-Royce does not position cars by price but by commission, with delivery matched to complexity and personal specification.
What is the long-term significance?
The centenary aligns with physical expansion at Goodwood. Rolls-Royce has started construction on a significant site extension intended to support more complex bespoke commissioning and client experience spaces. The company describes the program as an investment in capacity and capability rather than a push for higher unit volume. That posture helps preserve exclusivity as lead times lengthen with deeper personalization.
Client engagement also changes shape. The Private Office network gives more buyers early access to design talent, material libraries, and experimental techniques that once required a trip to West Sussex. The New York office anchors that shift in the brand’s largest market.
Key products and official data
Black Badge Spectre: The most powerful Rolls-Royce yet, rated at 485 kW with four figure torque in factory materials. Press release. The EPA rates Spectre models for range and efficiency. For 2024, Spectre Black Badge is listed at up to 280 miles on 22 inch wheels and 264 miles on 23 inch wheels, with 73 to 78 MPGe combined. See the official government data on fueleconomy.gov.
Cullinan Series II: The updated SUV debuted in 2024, with design changes and an expanded Bespoke canvas. Black Badge Cullinan Series II brings a stronger dynamic character. Media drive materials are archived here: Cullinan Series II.
Ghost Series II: A comprehensive update to the marque’s business saloon, again mirrored in a Black Badge treatment. Press assets and background are here: Ghost Series II.
Phantom Centenary: The brand recognizes 100 years of Phantom with formal heritage content and special curation. View the centenary hub: Phantom Centenary.
Goodwood expansion: Above ground construction is under way on a major extension to Rolls-Royce’s home to accommodate the growth in bespoke commissions. Project update.
Client experience: The Private Office New York offers a by appointment commissioning space for the Americas. Private Office New York.
Safety ratings and government data
EPA has published official range and efficiency ratings for Spectre and Spectre Black Badge. These list 291 miles for Spectre on 22 inch wheels and 266 miles on 23 inch wheels, with 74 to 81 MPGe combined depending on configuration. Black Badge Spectre appears at 280 or 264 miles depending on wheel size. See the official tables on fueleconomy.gov. Ultra luxury cars from very low volume brands typically do not carry IIHS or NHTSA crash test ratings. The 2025 IIHS Top Safety Pick lists do not include Rolls-Royce models. Reference the current award lists at IIHS.
Leadership and momentum
Chris Brownridge succeeded Torsten Müller Ötvös as Chief Executive Officer on December 1, 2023, and the company has used 2024 and 2025 to double down on bespoke while maintaining measured volumes. Rolls-Royce reported a record year for bespoke content in 2024 and called it the third best sales result in company history. See the company’s year in review materials here: 2023 results and here: 2024 bespoke record. The strategic line is consistent. Build only what clients want, craft it to the highest level the atelier can deliver, and protect exclusivity as commissions grow in complexity.
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