Phantom I
(1925-1931)
1929 Phantom I with Hooper landaulette de ville coachwork
Engine : 6 cylinder in line configuration
Transmission : Single dry plate type clutch, 4 speeds and reverse
Chassis : Pressed steel, parallel girder with tubular crossmembers
Performance : Max speed : 85 mph (137 km/h)
At the London showrooms, 14/15 Conduit Street, in May 1925, the Silver Ghost replacement was launched with the name Rolls-Royce New Phantom.
To a large degree the chassis was identical to that of the Silver Ghost. There was a choice of two wheelbases, 143 1/2 inches or 150 1/2 inches. The power came from a six cylinder in line engine of 7,668 cc.
Fortuitously the new model was launched in time to stabilise the falling sales figures. Rolls-Royce advertising at this time made the point that more orders existed than could be fulfilled and therefore a waiting list was unavoidable. In the face of almost 300 unsold Silver Ghosts - the better part of one year's production - such an observation was less than the whole truth.
Scrapping was thus inevitable although Rolls-Royce used the term "reduced to produce" to disguise an embarrassing situation. To take such a radical measure could have been avoided. The new Phantom was offered in addition to the Silver Ghost and it was particularly emphasised that the latter still remained obtainable. This offer was taken up however in only one or two cars.
The new Phantom sold very well and in specific reference to the new model the statement about demand exceeding supply was true. The success was remarkable because the competition in the luxury class had become more fierce.
The new Phantom had not been launched long when speed tests at Brooklands provided an unwelcome surprise. Timekeepers certified that the new model when carrying an average open tourer coachwork was capable of a top speed lower than that reached in 1911 by the Silver Ghost London-Edinburgh version.
C G Johnson insisted on an immediate remedy. His idea was to offer a mildly tuned alternative in addition to the standard type. It was argued that instead of achieving a higher top speed by finding increased power from changes to the engine it also might be gained by reducing the weight of the coachwork.
Johnson capitulated and to his order a New Phantom was fitted by Barker with a light tourer body - but again it failed to satisfy his requirements during a speed test at Brooklands. Barker then created a tourer following strictly a design by H I F Evernden which did not compromise on lightweight construction. The Lightweight achieved more than 89 mph (143 km/h). Following the same design, further new Phantoms for trials were fitted with lightweight bodies by Hooper and Jarvis.
Changes to the characteristic shape of the radiator which had been suggested by Royce as a means of reducing drag was opposed by Johnson. Without any question the radiator caused a noticeable absence of streamlining but it was worth its weight in gold as a trade mark. In the Rolls-Royce development department the lightweight tourer built at C G Johnson's was called the Claude Johnson Special but sadly he was to have no further influence in development - in April 1926 he died after a short illness.
By this time the New Phantom was already known as the Phantom I. The model had become rechristened to distinguish it from its successor, the Phantom II.
The 1926 new Phantom or Phantom I as it was called after the introduction of the Phantom II This particular one is fitted with Barker cabriolet de ville coachwork