The 40/50hp Silver Ghost was superseded in 1926 by the Phantom I, suitably modified for lefthand drive and manufacture in Springfield, the United States. Introduction of the Phantom I coincided with integration of Brewster's coachworks with Rolls-Royce's American operations.
By 1929 further changes had been made to the Springfield Phantom, including an aluminum cylinder head, chrome-plated exterior brightwork, flat bar bumpers, servo-assisted four-wheel brakes, thermostatically-controlled radiator shutters and conical headlamp housings. Highly evolved to adapt to the road conditions and driving preferences of North American customers, with ample parts and service support from both Rolls-Royce representatives and a network of U.S.-based suppliers, it is no surprise that in this booming year Rolls-Royce sold some 350 automobiles.
The bespoke, custom-ordered coachwork that graced Derby-built chassis did not fit American buying patterns and from the beginning Rolls-Royce offered standard coachwork, usually painted and trimmed to order. Bodies were ordered from a number of independent coachbuilders in quantities of up to twenty at a time. They were badged "Rolls-Royce Custom Coach Work" and were built by Brewster, but also by Smith Springfield, New Haven, Merrimack, Willoughby and Biddle and Smart. By 1923 business was good enough for Rolls-Royce to establish its own coachworks in Springfield.
Brewster's 'Playboys' were replacement bodies. When Rolls-Royce of America found themselves with too many limousines, they would remove the limousine bodies from the chassis and have Brewster fit Playboy Roadster bodies. The name Playboy was used long before the magazine of the same name was ever published. When production ceased in Springfield in 1931, over 1240 Phantoms had rolled off the American production line.
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