Lincoln Built a One-Off Navigator Just for Serena Williams
Prestige
Lincoln, for most, is an aspirational brand; it represents the very best of plush American automotive experience. Over the years, it's been a go-to for some of the American elite, especially with models like the Town Car and the enduring Navigator.
One of those elites seems to have always preferred the Navigator; tennis legend Serena Williams is a fan and is getting a very special Navigator just for herself.
One-Off Navigator Williams Edition
Lincoln has chosen to commemorate Serena's brand loyalty with a special one-off Navigator. According to the brand, the idea was to create an extension of her world, a calming space for her family while offering a sense of sanctuary and reflection. Lincoln Global Design Director Christine Park Cheng worked hand in hand with Serena to ensure the project reflected the very best of what Lincoln can do.
Cheng said the project was initially challenging for her and her team, who aren't usually given the opportunity to design a car for a specific individual, let alone someone as iconic as Williams. She also stressed that the whole project hinges on translating Williams' personal style, accomplishments, and values into the car design. The car itself was customized at Galpin Lincoln in Los Angeles, a longtime partner for these types of projects.
The project created some unique touches based on Williams' life, starting with the Serena Rose logo, which appears on the B-pillar and tailgate. Next up are the laser-engraved door sills with the saying "Keep Going," with each sill also featuring the birth years of Williams' husband and daughters.
The tennis star wanted her interior to have a warm, cozy feel, prompting the creation of a unique colorway dubbed Clay Court, a blend of brown and beige tones. The exterior color is also a special hue called Perfect Rose, a mix of sunshine copper and a hint of pink that adds a sparkling effect. Lastly, incorporating Serena's favorite color, the team put hot pink inserts in the center compartment.
Fit For One
While this treatment isn't available to the general public, Lincoln does offer the Black Label treatment. Black label refers to the brand's exclusive bespoke offering, which allows owners to customize certain design elements of their Lincolns.
Black Label also offers exclusive membership perks, including pickup and delivery for your car, annual car detailing, and access to private dining experiences.
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This story was originally published April 30, 2026 at 2:30 PM.