Rolls-Royce Motor Cars' CEO, Chris Brownridge, offers an exclusive look at the first-ever gathering of all eight generations of the Rolls-Royce Phantom at the iconic Pebble Beach Concours d'Elegance. This historic event celebrates the 100th anniversary of the Phantom, which first launched in 1925. Brownridge calls the Phantom the "absolute pinnacle of Rolls-Royce," noting its status as the longest-standing nameplate in the entire automotive sector. He explains that Phantom has always been a blank canvas for the brand's bespoke craftsmanship and artistry. In fact, a growing demand for these custom creations has led Rolls-Royce to open private offices around the world, where designers work directly with clients to create their unique masterpieces.
The modern Phantom VIII Series II is a perfect example of the brand's philosophy: blending cutting-edge technology with a serene, minimalist user experience. Brownridge says clients want their car to feel like an "oasis," appreciating technology that's present but never overwhelming. The entire client experience is a core part of their business, starting from the moment a client walks into a showroom until they drive off in their new vehicle. Pebble Beach, which Brownridge describes as a "luxury week," is the perfect place for Rolls-Royce to showcase its brand and the complete luxury experience it delivers.
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