When Serena Williams hid from her kid in a Lincoln
Parents cheer the tennis great for using her Navigator SUV to find serenity
Serena Williams posted the alert on Good Friday, two days before Easter Sunday.
“I’m in my car…. my Navigator To be exact I’ve got the Massage seats on. I’m sadly Hiding from my kid. Today is a holiday and no school,” she wrote at 2:05 p.m. on the site formerly known as Twitter.
“Judge away I don’t care I need 10 mins,” Williams said.
Parents online applauded her candor. And 11,000 people “liked” her note.
Replies to the 43-year-old tennis great, over the past 24 hours, have included:
“Take another 10 minutes, Mrs. Williams Let yourself feel what you’re feeling and honor the ‘me time’ you deserve. Other people’s opinions of you aren’t your burden to carry. Prioritize your peace and protect your mental health.”
“I used to hide in the basement bathroom knowing they were too scared to come down there alone. A glass of wine & a bag of chips!”
“Every single parent can relate to this and has done it at least once. Sometimes you just need 5 min of peace and quiet…because they will find you on the commode too. The car is the best spot to get away for a min.”
“My son had off too. took him out to wear him down w/ bowling, then got groceries for Sunday dinner, and had to finish folding towels. I'm now standing inside the pantry eating a mini muffin and pretending to still be busy because it's quiet. ENJOY YOUR PEACE, YOU EARNED IT”
“No judgement at all. I hide in my car, the tub/bathroom and my closet.”
An E! online headline said: “Serena Williams’ Relatable Mom Confession Is a Total Ace.”
The website explained it was 7-year-old Olympia who had the day off, one of two daughters Williams shares with tech exec husband Alexis Ohanian.
Williams signed a deal with Lincoln back in 2018 as a brand ambassador.
(Her husband, who co-founded the news discussion site Reddit, was among the first customers to receive a Tesla Cybertruck in 2023 with VIN 003.)
Spa treatment
Lincoln Motor Co. actually markets its Navigator and Aviator SUVs as a “spa on wheels” to buyers seeking luxury, not just on the road but in the driveway.
The newest models offer massage, ambient lighting, peaceful images on a panoramic screen, surround sound, guided meditation and aroma technologies — all intended to release stress and help provide relaxation.
Competitors offering amenities such as body massage include BMW, Audi, Bentley, Cadillac, Genesis, Hyundai, Kia, Land Rover, Lexus, Mercedes-Benz, Porsche, Rolls-Royce, Volkswagen and Volvo.
Lucid Motors uses the word “sanctuary” to tout lighting, audio and screens with images of the Pacific Ocean, Lake Tahoe or Joshua Tree. A meditation voice promises that this is “your personal space for mindfulness ... inhale, pull your shoulders ...”
But Lincoln integrates all elements together in its 2025 Nautilus and Navigator.
“Lincoln is the most comprehensive of these systems,” said Professor Eric Noble, who teaches vehicle technology at ArtCenter College of Design in Pasadena, California, and also consults with top auto companies.
“As soon as you move into luxury or premium vehicles, the buyer is acquiring more than transportation,” he said. “They’re buying an experience.”
The Lincoln Navigator, which is built in Louisville, Kentucky, starts at $101,990 including fees and taxes.
The three-row SUV saw a first quarter sales spike of 29.8% year over year, from 3,127 vehicles sold in 2024 to 4,058 vehicles sold during January, February and March 2025.
The Navigator is showing the most growth in the Lincoln portfolio, spotlighting an ability to carry up to eight passengers and the rejuvenation features.
Joaquin Nuno-Whelan, the incoming president of Lincoln effective May 1, told Shifting Gears, “Taking in those little moments of peace and sanctuary balances things out and refreshes us between the hectic but rewarding times of parenthood.”
Serena’s reveal: Navigator named Ginger
Williams started her relationship with Lincoln when she purchased her first vehicle, a Lincoln Navigator she kept for eight years before giving it to her niece.
“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 … For me, partnering with a brand like Navigator comes from a genuine place,” she said in 2018. “Now that I have become a mom, I am in my car a lot more so my Navigator is like my new home. I take business calls from it, I prepare for my day, and it’s kind of like Olympia’s room – she takes naps, she wakes up, and she’s comfortable in it. For me, that’s what’s most important.”
But for those 10 minutes on Good Friday, Williams chose to enjoy the space herself.
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I’m inclined to keep this secret but, I’m 83 so forgive me:)
I let 2 yr old sit in car alone. 15 mins later she was back inside. Never occurred I could sit in car alone!