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Lincoln taps Serena Williams to pitch all-new Navigator

Lincoln is turning to a new star to help it pitch the hot-selling Navigator SUV alongside Matthew McConaughey: Tennis megastar and businesswoman Serena Williams. She'll help pitch the Navigator in a social media campaign that launched Thursday. Lincoln released four short spots that will appear on Lincoln and Williams' social channels. In one, the longest at 41 seconds, Williams recalls buying her first Navigator as a teen and says she's come full circle as a mother. She dubbed the vehicle "Ginger." "Ginger was all white, she had 22s and she had rims," she says in the spot. "I felt like, you know, I was kind of balling in a way. It was like my first huge purchase." Another shows Williams talking on a tennis court about being a mother and how the vehicle functions as a kind of bedroom for her daughter, Olympia, who was born last September. "For me that's what's most important." Like the McConaughey spots before them, the new spots hew to the Lincoln script of mostly not focusing on the vehicle but rather on experiences. (Williams' experiences seem a lot less ethereal than McConaughey's.) View 4 Photos Williams is known for her tennis exploits, having won a record 23 Grand Slam singles titles and four Olympic gold medals. She has fashion deals with Puma and Home Shopping Network and launched her own fashion brand called Aneres. And she operates the Serena Williams Fund to emphasize education and help victims of gun and domestic violence, plus the Williams Sisters Fund, which she launched in 2016 with her sister, Venus. Serena Williams is also a member of the Oath Board of Advisors. Oath is the parent company of Autoblog. "Serena is an amazing athlete who has won 23 Grand Slams, but she also has a family, she has her own clothing line, she sits on major boards, she's philanthropic — she has all these competing demands on her time," Lincoln Group Marketing Manager John Emmert said in a statement. "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." It's not the first time Williams has endorsed an automotive brand, notes AdAge. Mini featured the tennis star in a Super Bowl ad in 2016. The Navigator is all-new for 2018. It won North American Truck of the Year last month at the Detroit Auto Show. Related Video: This content is hosted by a third party. To view it, please update your privacy preferences. Manage Settings.

2018 Lincoln Navigator Black Label Drivers' Notes Review | American luxury

For years, the Lincoln Navigator played second fiddle to the Cadillac Escalade. Even with a refresh a few years back, the big ute couldn't quite match what Cadillac (or anyone else in the class) offered. The design looked dated, and the interior felt a full generation behind. Things sure have changed, as the new Navigator might just be the first Lincoln in years that gets near-universal praise from the Autoblog staff. This class of SUV may not be everyone's cup of tea, but Lincoln deserves credit for doing more than just phoning it in. Our tester this week is a Chroma Crystal Blue short-wheelbase Navigator Black Label. That's the top-trim model, so features like heated and ventilated leather seating, full-LED lighting, a panoramic moonroof, a 20-speaker audio system and adaptive suspension are all standard. The only options on our 2018 model were the $1,750 paint and the $1,250 perfect-position seats. At $98,320, it isn't cheap, but it's right on the mark for the segment. Editor-in-Chief Greg Migliore: The Lincoln Navigator is a demonstrative improvement in luxury, power and design. It's more sophisticated and elegant than ever before, but it remains true to itself. The interior is gorgeous — the best-looking cabin I've ever seen in a Navigator — and it's the best in the segment. The Cadillac Escalade, which is still great but is due for a freshening, feels dated and less user-friendly inside, by comparison. Our Navigator, outfitted in the Black Label trim, looks like something out of a 1960s Camelot photo spread. The powder blue materials remind me of old pictures of Jackie Kennedy. The way the Lincoln crest appears above the glovebox also feels very Jet Age. The knobs, switches and buttons for the controls add to the retro look, but they're also tactile and functional. People don't want to navigate four touchscreens to adjust the heat. Lincoln and other carmakers are wisely going back to simplicity for interior features. That being said, the interior has all the modern features and amenities you would expect. Sync 3 is solid. The large touchscreen is easy to read and use. It's colorful and intuitive. Finally, it's a Sync system I can get on board with. The seats are comfortable, supportive, and the front ones can be positioned 30 different ways. There's so much variety I never found the perfect spot in my two nights in the Navigator. The exterior touches from the most recent redesign accentuate the Navigator's luxurious feel.

2018 Lincoln Navigator First Drive | From black sheep to flagship

This is Lincoln's flagship. It's the most luxurious, comfortable and expensive vehicle the brand sells. It's quite obviously the biggest and heck, like every Lincoln flagship of yesteryear, it even features body-on-frame construction. Crucially, though, this all-new 2018 Lincoln Navigator is also very good. It's distinctive, capable, and competent in ways that will stand up well in the upper echelon of the SUV hierarchy. And we'll get this out of the way now: it's far superior to its primary competitor, the Cadillac Escalade. And yet, the Navigator's flagship status is a comeback story. It wasn't too long ago that it was a black sheep confined to the distant back row of Lincoln family promotional photos along with the Town Car and a fichus added for decoration. It was never given one of the new-fangled MK names, and its V8-powered, truck-based status made it a thirsty dinosaur at a time of rising gas prices and an increasing number of crossovers. Livery services bought them in black-painted droves, but it was otherwise forgotten even as a substantive refresh for 2015 arguably made it a better, more practical bet than its Caddy nemesis. Like its predecessor, and indeed every Navigator since the second generation dawned for 2007, the third-generation 2018 model features an independent rear suspension rather than the live axle in GM's SUVs. First and foremost, this reaps benefits for those sitting in the third row. Full-sized adults enjoy an abundance of room back there on par (or perhaps even better) than a minivan. There's a USB port on each side, the seatbacks power recline and its three seat belts allow for an eight-passenger max. There's even enough room behind the raised third-row for creatively stacked suitcases. Compare this to a regular-wheelbase Escalade with its third row stuck to the sky-high floor; its occupants' knees jammed against the second row and/or stuck into their own chins. It's a wasteland back there, but to be fair, not much worse than an Infiniti QX80 or Lexus LX 570. Yes, the extended-wheelbase Escalade ESV helps, but there's still less space than the standard Navigator. In fact, the Navigator L model offers the exact same third-row – only the cargo area behind it expands. That rear suspension also pays dividends in the ride and handling department.