Serena Williams bought her first Lincoln Navigator with prize money from her first major tournament win. She named it Ginger. She’s owned several since. Now Lincoln has handed her one that no check could ever cover.
The automaker unveiled a one-of-one Navigator built specifically for Williams, a collaboration with the Galpin workshop in Los Angeles that turns the full-size luxury SUV into something closer to a rolling autobiography. It is not a production variant or a trim package. It is a singular vehicle that will never be replicated.
The exterior wears a color Lincoln calls Perfect Rose, a paint that shifts tone in sunlight. A glossy black roof caps it off, and the wheels are unique to this build. Satin Rose Copper and Satin Obsidian accent work runs through the body. On the B-pillars and split-gate rear doors, a custom rose emblem appears as a nod to Williams’ well-known love for the flower.
Inside, the cabin tells a deeper story. Clay Court brown leather — the name itself a tennis reference — contrasts with a lighter shade Lincoln calls Afterglow. The seat perforations mimic the texture of a tennis ball, a detail subtle enough to reward anyone who looks closely.
Rose Gold trim lines the interior. The center console lid is hand-painted with the Big and Little Dipper constellations.
Open the rear cargo area and you find a hidden compartment lined in bright pink upholstery. The door sills carry laser-engraved plates reading “Keep going” in a custom font, each one stamped with the birth year of Serena or a family member. Sheepskin carpeting covers the floors, and a “One of One” badge confirms what’s already obvious.
The tech package includes a 48-inch panoramic display and an 11.1-inch lower touchscreen, both carried over from the current Navigator lineup. Under the hood sits the twin-turbocharged 3.5-liter V6 making 440 horsepower and 510 lb-ft of torque, unchanged from the production model. The mechanicals are standard. Everything else is not.
This Navigator grew out of Williams’ role in Lincoln’s 2025 advertising campaign. That partnership clearly went well enough for Lincoln to commission something permanent. The gesture doubles as brand storytelling, tying the Navigator’s identity to a woman who represents dominance, consistency, and taste in roughly equal measure.
Lincoln has spent years trying to reclaim relevance in the luxury space, competing against Cadillac’s Escalade and a growing roster of high-end SUVs from European and Asian brands. Celebrity partnerships are common currency in that fight. But building a bespoke vehicle for a single person, then publicizing it widely, is a different play.
It borrows from the Rolls-Royce and Bentley playbook, where coachbuilt commissions signal that a brand operates at a level beyond the configurator. Whether Lincoln can sustain that image across its broader lineup is another question entirely.
The Navigator has always been the brand’s flagship, its one vehicle that genuinely competes on presence alone. Wrapping it in Serena Williams’ personal mythology is smart. It reminds people that this truck once meant something aspirational enough for a young champion to spend her first big payday on one.
That origin story — a teenager cashing a tournament check for a Navigator she named Ginger — does more for Lincoln’s brand than any Super Bowl ad. The automaker clearly knows it.
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