Serena Williams has been named as the new brand ambassador of the Lincoln Navigator and has been tasked with showcasing the model’s style and substance. She will join a growing list of celebrities who have promoted Lincoln, Ford’s luxury marque. Like the Navigator, she is known for her strength, speed and her commanding presence.
Commenting on Williams, John Emmert, group marketing manager, The Lincoln Motor Company said that Serena is not just an amazing athlete who has won 23 Grand Slams, but she also balances many other commitments like her family, her own clothing line, and her support for many charities.
He added, “We know that time is our Navigator client’s ultimate luxury as they balance everything in their busy lives, and Serena exemplifies that balance with poise and grace.”
William has a longstanding association with the Lincoln Navigator and her love for the vehicle began with her purchase many years of her first vehicle, a Navigator she called “Ginger.” The feeling of safety and strength attracted her to the Navigator brand back then and today. She drove “Ginger” for eight years before she passed it on to her niece.
“I’ve always had a connection to the Navigator brand,” said Williams. “When I bought my first car, Ginger, it was my big step-up. 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.”
She said that now that she is a mother, she uses her car a lot more and her Navigator is like her new home as she takes business calls from it, and uses it to take her daughter around. It makes her feel safe and comfortable when she drives and for her, that is what is most important.
Driving the Lincoln Navigator today provides Williams with the luxury, capability, and comfort that she needs both in of her roles on the tennis court and at home.
“The luxury of the Navigator is amazing. When I show up to a tournament, I have to show up looking right,” said Williams.
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