Ford’s premium Lincoln Motor Company brand has brought on celebrated tennis champion, businesswoman, and first-time mom Serena Williams as its latest brand ambassador, enlisting the famous athlete’s help to sell the all-new Lincoln Navigator with a social media campaign that kicked off this week. Williams says she’s always felt “a connection to the Navigator brand” because years ago, when she got her very first vehicle at 18 or 19, it was none other than a Lincoln Navigator.
“When I bought my first car, Ginger, it was my big step-up,” Serena Williams says. “I had a real luxury car now, it looked great and I felt safe. When the opportunity came to work with the Lincoln Navigator today, I was really excited because it brought me back to all of those moments I had in my first vehicle. For me, partnering with a brand like Navigator comes from a genuine place.”
Williams says she drove Ginger for eight years before passing the luxury SUV on to her niece. Now, years later, she owns the latest Lincoln Navigator, which boasts a 450-horsepower 3.5-liter EcoBoost V6, a 10-speed automatic transmission, and a lighter curb weight than its predecessor thanks to an aluminum alloy body.
“Now that I have become a mom I am in my car a lot more so my Navigator is like my new home,” Williams says. “I take business calls from it, I prepare for my day, and it’s kind of like [my daughter] Olympia’s room – she takes naps, she wakes up, and she’s comfortable in it. For me, that’s what’s most important. I want what makes me feel most comfortable and what I feel most confident in driving. The Navigator checks all of those boxes.”
Content from the 2018 Lincoln Navigator’s new social media campaign with Serena Williams will appear on both Lincoln’s and Williams’ social channels.