Keeping Up Appearances: Survey Shows Brand Values Trump Political Values For LGBT Buyers

April 7, 2009

Last month, we mentioned that the friendly folks at GayWheels.com were conducting a survey of LGBT drivers to find out which cars are totally fierce and which are mere hot messes. (Translation: the cars that gays and lesbians like and those they loathe.)

Well, the 3,685 votes are in, and they've yielded some interesting results. For example: 67% of gay and lesbian drivers claim that when they're cruising for cars, they consider a company's record on LGBT issues--issues like domestic partner benefits for workers and so on. The company that ranks highest on that front is Subaru, but when you look at the cars that gay men actually own, Subaru's not even in the top ten. (And it's only the fourth among lesbians.) In fact, Toyota is the most popular car for both gay and lesbian drivers--even though based on the data shown, we can assume that far less than half of those surveyed consider Toyota  gay-friendly.

No, what really seems to matter to LGBT drivers is the vehicle brand: "Gay men say their car says they are 'successful, sexy and well-off' while Lesbians indicate that their vehicle says they are 'practical, environmentally conscious and partnered'." In other words, LGBT car buyers talk about ethics and politics, but when it comes down to it, they aren't going to drive a vehicle if it doesn't say the right things about them. So in that respect, they're pretty much like college students, Democrats, Republicans, Libertarians, or any other market segment, right?

[source: GayWheels]

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