Originally Posted by
Brian Hjelm
That would be the Phantom III V12 from the late thirties. A very complex and troublesome engine.
Rolls Royce chronicler, Peter Pugh, described it as "too large and heavy to be popular as an owner-drivers car", and "with no major component common to any other car, the Phantom III stood no chance of being profitable. On the quality front it was clear that the Phantom III had been launched too early in its development".
Sir Arthur Sidgreaves, Managing Director, reported after a tour of the USA "Not only are we not progressing, but we are definitely going back. In other words we are being surpassed by the Americans in particular respect to those features on which our name and reputation have been built up".
Lord Hives was also alarmed: "In spite of charging fabulous prices there remains very little profit". Hives wrote "The company has dropped so far behind with major components such as frames,springing, engines, steering, brakes, etc. that where we can get help outside we have got to take advantage of it".