Tennis superstar Serena Williams has joined forces with Lincoln as the brand’s newest ambassador. In her new role, the 36-year old will help the automaker sell the new-gen Navigator by starring in a social media campaign that kicks off today.
Williams introduced herself to the Lincoln brand years ago, when she bought a Navigator of her own. The SUV was nicknamed ‘Ginger’ and it became her daily driver for the next eight years.
“I’ve always had a connection to the Navigator brand. 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”, said Serena Williams.
The vehicle was eventually passed on to her niece, but the American professional tennis player and businesswoman now has a new generation to discover.
“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 added.
Lincoln’s latest marketing campaign arrives only a few weeks after Hollywood star Matthew McConaughey sat behind the wheel of the new Navigator in a couple of ads.
Unveiled in April last year during the NY Auto Show, the SUV is entirely new both on the outside and inside. It’s offered in two versions, normal and long wheelbase, and has a starting price of $72,055. Opt for the Extended model, though, and get ready to pay at least $80,750.
The new Navigator can become an even more expensive ride, as choosing the Black Label L grade and a few optional extras will bump its price to over $100,000.