Since its debut in 1925, the Rolls-Royce Phantom has been the choice of luxury automobile transport for the world's most powerful men and women, and naturally a constant presence at many of history's most memorable moments.

Every new Phantom that has subsequently appeared has successfully retained the title of 'Best Car in the World' as a result of Rolls-Royce's tireless pursuit of perfection, visionary engineering, aesthetic acuity and deep understanding of what the world's leading luxury item should be. Quite simply, Rolls-Royce has innovated for almost a century to set the benchmark and satisfy the most discerning luxury patrons.

A new benchmark has been set with the arrival of New Phantom, the eighth generation of this great nameplate. Not satisfied with simply launching a motor car that is a wholly contemporary design interpretation of Phantom DNA and a technological tour de force, Rolls-Royce has revolutionised the luxury car industry itself by shifting away from the status quo of shared platforms to an entirely new luxury business model.

New Phantom offers a wholly new, contemporary design interpretation of Rolls-Royce Phantom DNA. The all-new aluminium 'Architecture of Luxury' underpinning the New Phantom is lighter, stiffer, quieter and more technologically advanced. The many years of engineering ensures the architectural and proportional lineage of Rolls-Royce while delivering a whole new level of a 'Magic Carpet Ride'.

Another new aspect is at the heart of the new Phantom's modern design aesthetic. 'The Gallery' is a contemporary and luxury reinterpretation of a motor car's dashboard and instrument panel area. It is an industry first to have a single piece of toughened glass running the full width of the instrument panel. Rolls-Royce has thus created an area for Bespoke works of art and thereby increased the personalisation potential for every owner of the new Phantom.

The Phantom Extended is also offered which, as the name implies, gives the limousine a longer wheelbase and even more space for the rear passengers plus other opulent features and bespoke options.