Advertisement
Find a Car
Go!

Chevrolet Volt 'Comes Out' For Detroit's LGBT Pride Weekend

Follow Richard

Chevrolet ad in the 2012 Motor City Pride program

Chevrolet ad in the 2012 Motor City Pride program

Enlarge Photo

On June 28, 1969, gays, lesbians, and their transgendered friends took to the streets of New York, protesting the harassment they'd experienced at the hands of the city's police force. The violence -- now known as the Stonewall Riots -- lasted for several days and altered the way that Americans viewed their LGBT neighbors.

Forty-three years down the road, things have changed dramatically. We have an array of LGBT characters on TV and in movies. We have a president who's come out in favor of marriage equality. And with only a couple of exceptions, most of America's major corporations -- 86% to be exact -- have anti-discrimination HR policies to protect their lesbian and gay workers.

So, it shouldn't really come as a surprise when automakers sign on as sponsors of city-wide LGBT pride events, as Chevrolet did this past weekend for Motor City Pride in Detroit. In fact, it was Chevy's second year on the sponsor board, and it was joined by Ford, Chrysler, and the UAW.

No, what comes as a surprise is that Chevrolet would put so much thought into the advertising they do around such events. Case in point: the above piece for the Chevy Volt, which ran in Between the Lines, a Detroit-based LGBT newspaper. 

Typically, LGBT advertising is little more than subbing out same-sex couples for their straight counterparts. But this spot -- Chevy's first ad targeted specifically at LGBT consumers -- took a little more effort, and its message is strategic:

1. For starters, Chevrolet knows that LGBT consumers tend to be early adopters. Given the Chevy Volt's advanced-tech credentials, it makes sense that the company would try to raise awareness in LGBT markets.

2. Also, recent studies have shown that LGBT shoppers are significantly more eco-friendly than the rest of the population. A big part of the Volt's cachet is its eco-friendly factor, so it's smart for Chevy to put the Volt in front of a predominantly sympathetic audience.

3. But perhaps most importantly, Chevrolet has managed to find an interesting parallel between one of its "outsider" products and a population that, in some ways, still resides on the margins of society. That's not just clever, but it makes for good advertising. After all, few demographics enjoy feeling as if they're being pandered to. This ad strikes an interesting balance between flat-out niche marketing and brand-alignment.

This ad began making the rounds late yesterday, and it's already causing quite a stir. Some are calling it ridiculous and immoral; others think it should be part of a national ad campaign.

What about you? Do you find it effective? Short-sighted? Or does it leave you saying "meh"? Drop us a line, or leave a note in the comments below.

Advertisement
 
Follow Us

 

Have an opinion?

  • Posting indicates you have read this site's Privacy Policy and Terms of Use
  • Notify me when there are more comments
Comments (20)
  1. This is brilliant!! ;D
     
    Post Reply
    +2
    Bad stuff?

  2. That is a very cool ad. JC Penney is starting to get in to this as well.
     
    Post Reply
    +1
    Bad stuff?

     
  3. Yeah, that's why they are going down the tubes as well.
     
    Post Reply
    -3
    Bad stuff?

  4. I am not gay, but this ad is really a smart placement ad for the marketing division. Those that do not let their blinders keep them from seeing the bigger picture can see the humor and "cuteness" in this ad. A car cannot be "gay" so those that want to say it is now are ignorant. Ignoring something you do not agree with does not make it go away.
     
    Post Reply
    +2
    Bad stuff?

  5. How about the title of the article be changed to " Chevrolet Volt Comes Out Of Hiding" :-)
    Disparate times require desperate measures......for GM and the Re-Volt.
     
    Post Reply
    -1
    Bad stuff?

     
  6. you are a troll
     
    Post Reply
    -2
    Bad stuff?

  7. Hey Matt, maybe GM should highlight the "plug in" feature!! LOL!!!
     
    Post Reply
    +1
    Bad stuff?

     
  8. Good idea rtgsc ;-)
    The unfortunate thing about the Volt is that GM never learned from the past and relied too much of government subsidies to make the Volt appear affordable to the masses.
    There is no reason why GM could have could not have come out with a "real" homegrown alternative to the Prius.
     
    Post Reply
    Vote
    Bad stuff?

  9. Well done !
     
    Post Reply
    +2
    Bad stuff?

  10. Thanks GM for showing your humanity's side and showing respect to a great many of your employes.
     
    Post Reply
    +2
    Bad stuff?

  11. Very clever ad...

    ...but will it get a new wave of people to the showrooms?
     
    Post Reply
    +1
    Bad stuff?

  12. I would never drive ANYTHING made by GM (pre or post bankruptcy)but I do applaude their idea and efforts to market to the LGBT community. As a gay man many companies either 1): Don't or 2): Won't advertise nor promote their goods and services to the LGBT community and if they do some right wing church group or some other pro-family/values/morals group threatens to protest you, boycott you and or you product/service or otherwise ostracise you from the community in some way, shape and/or form as if they have the right to dictate where and to whom companies and corporations adverstise. It's as if some companies feel we don't buy products and/or use services.
     
    Post Reply
    +1
    Bad stuff?

     
  13. Might I ask why you are a GM-avoider? Previous bad experience with a GM product or dealer?
     
    Post Reply
    -1
    Bad stuff?

     
  14. Just never have liked their products. I'm an import fan and always will be.
     
    Post Reply
    +1
    Bad stuff?

     
  15. Kind of an ironic posting for this article..you know..your preconceived notions and prejudice regarding a partiucular group. In this case domestic autos. I myself will drive either a domestic or import depending on attraction and arousal. Guess that makes me Bi-Auto?
     
    Post Reply
    +1
    Bad stuff?

  16. Maybe because they build inferior products and still owe the taxpayers 25 Billion. Those are two pretty good reasons. Toyotas and Hondas are FAR superior!
     
    Post Reply
    Vote
    Bad stuff?

  17. So much for free speech...my comment is disabled by the moderator for speaking my opinion!
     
    Post Reply
    Vote
    Bad stuff?

  18. GM is praised for an ad like this but Chick-Fil-A is trashed for stating they believe in traditional marriage. Yeah, and the liberals really are the ones with the "open minds", Right?
     
    Post Reply
    Vote
    Bad stuff?

     
  19. To play devil's advocate, rtgsc: GM would probably argue that its Volt ad is all about *inclusiveness*, while Chick-Fil-A's position is necessarily *exclusive*. Both companies are well within their legal rights to make such statements, but it's hard to look like a "good guy" when you're being exclusive.
     
    Post Reply
    Vote
    Bad stuff?

  20. Desperate time require desperate measure.
    Have you ever seen someone drowning? They thrash their arms about grabbing for anything in the hopes of being saved. Even someone whom is trying to save them can be overcome by the drowning victims act of desperation. It takes someone whom is capable of dealing with situations like this to manage/save not only the person who is drowning but the other person who tried to help the drowning victim.
    This is what I see GM doing with the Volt.
     
    Post Reply
    Vote
    Bad stuff?

 

Have an opinion? Join the conversation!

Advertisement
Try My Showroom
Save cars, write notes, and comparison shop with hi-res photos.
Add your first car
Advertisement
Take Us With You!
   
Related Used Listings
Browse used listings in your area
Advertisement

 
© 2014 The Car Connection. All Rights Reserved. The Car Connection is published by High Gear Media. Stock photography by izmo, Inc. Send us feedback.