Serena Williams Drops the Mic for Lincoln’s New Navigator Campaign: Automotive Addicts

Automotive

Lincoln is turning up the spotlight on its all-new Navigator with a powerful new campaign starring none other than tennis icon and cultural trailblazer Serena Williams. Lincoln Navigator, as the first full-size luxury vehicle that revolutionized the segment in 1998, has been a symbol of American craftsmanship for many years. And now, as the latest generation rolls into showrooms across the country, Lincoln is doubling down on bold, confident messaging — and Serena is the perfect partner to deliver it.

Much like the Navigator, Serena Williams embodies elegance, performance, and enduring legacy. Serena Williams is not only a brand ambassador, but also an owner, long-time fan and icon in her own right. Lincoln wants to show that luxury is original and the Navigator remains the best full-size luxury vehicle. By pairing her with the redesigned Navigator, they are able to reinforce this message. The Navigator speaks for itself whether it is commanding the road, or relaxing in quiet luxury. Serena's voice, literally and figuratively, punctuates the campaign with unapologetic confidence.

But beyond its star power, the 2025 Lincoln Navigator brings substance to match the style. Lincoln Rejuvenate, an immersive experience in the vehicle that includes lighting, aromas, sounds, and massages to help drivers relax, enhances the interior of this new model. It’s all part of Lincoln’s broader push to deliver connected, well-being-focused luxury that feels as intuitive as it is indulgent.

Also updated are the Navigator's advanced technologies, refined powertrain, and signature design cues that blend contemporary elegance with commanding presence. For Lincoln, this isn't just a refresh — it's a recommitment to standing at the top of the luxury SUV hierarchy.

With Serena Williams front and center, Lincoln is reminding the world that when it comes to full-size luxury, the Navigator still holds the mic — and it’s not letting go anytime soon.

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