Amid growing
criticism from gay rights leaders and their allies across
the country, Ford Motor Co. on Wednesday said it would
continue to advertise its luxury brands in the gay
press, reversing an earlier decision. The move came
under allegations that the nation's number 2 automaker
had caved to a threatened boycott by the antigay American
Family Association. The AFA on December 1 announced
that after meeting with Ford, it had decided to cancel
its boycott, noting that Ford had met some of its
demands to be less friendly to the gays and lesbians.
But after meeting
with several prominent gay rights groups on Monday,
Ford issued a letter stating that it would continue to
financially support gay events and causes and that it
had decided to amend its decision to pull advertising
for its Jaguar and Land Rover brands from gay
publications, a decision it claimed was based solely on
budgetary reasons.
The letter, sent
to the seven gay rights organizations that met with the
company, drew quick praise from the groups, which issued the
following statement: "We welcome today's
statement from Ford Motor Company and commend their
firm stance in support of inclusion. It is an unequivocal
reaffirmation of Ford's historic commitment to our
community and the core American values of fairness and
equality. Moreover, it is conclusive proof of what
Ford leaders have repeatedly assured us--that there
never was any deal with anti-LGBT organizations
concerning Ford's support for our community. We
are proud to be back in gear with Ford and look forward
to working with them in the years ahead."
As of Wednesday
afternoon, there was no word from the AFA. (Advocate.com)
Ford's letter,
signed by Joe Layman, group vice president:
Dear Friends:
Thank you again for taking the time to speak with
us on Monday. In my view, it was the start of a valuable
and healthy dialogue, and I was pleased to be
there on behalf of Bill Ford, Chairman and CEO of
Ford Motor Company.
My intention was to be as direct and forthright.
You deserve no less. I appreciate your candor in return.
I'd like to take this opportunity to review the
information we shared face-to-face and to tell you
how our thinking has evolved.
You asked us specifically to reaffirm our
principles of nondiscrimination and inclusiveness. We
agreed, without any reservations, and issued a
statement immediately after the meeting in which
Bill Ford did so personally. We pointed out that Ford
Motor Company and its brands value diversity among
all of our constituents and pride ourselves on
strong and clear values--respect for our customers,
communities, employees, suppliers and dealers;
acceptance of our differences; inclusion of
different people with different perspectives; and
integrity. That commitment is unchanged and we believe
it is reflected in our policies, practices and marketing.
You asked us to comment on reports that we had
placed creative restrictions on the way our brands could
speak to gay and lesbian audiences. We expect our
brands to create advertising that supports their
brand image and is appropriate and effective in
connecting with the intended audience. That is
unchanged. But we do not have to deal with this
topic in the abstract. The best answer to your question
will be in the ads themselves. I would ask you to
judge our intent by what you see.
You asked directly whether Ford Motor Company will
continue to support nonprofit groups and events in the
GLBT community. While we will still support
certain events, I know you understand that the
business situation will limit the extent of our support
in all communities in 2006. We will continue all
of our workplace policies and practices in support
of Ford GLOBE members and supporters. That is unchanged.
You asked directly for us to have Jaguar and Land
Rover reverse its plans and advertise in gay and lesbian
targeted publications in 2006. As we said, Jaguar
and Land Rover made a business decision about
their media plans and it would be inconsistent with the
way we manage our business to direct them to do
otherwise. It is clear there is a misperception
about our intent. As a result, we have decided to
run corporate ads in these targeted publications that
will include not onlyJaguar/Land Rover but all eight of Ford's vehicle
brands. As we have said, the content will be appropriate
and effective in connecting with the intended
audience. It is my hope that this will remove any
ambiguity about Ford's desire to advertise to all
important audiences and put this particular issue behind us.
Finally, you expressed your strong objections to
our having even met with one of your harshest critics.
We meet every day with people and organizations on
many issues, and, as a business, do not wish be
drawn into those that detract from our effectiveness in
the marketplace. That said, we expect to be
measured not by the meetings we conduct but by our
conduct itself. Our record on tolerance and inclusion
speaks for itself and I am proud to be judged on that
record at any time.
In closing, thank you again for your candor and
professionalism. We listened and learned, and hope that
you continue to understand the values and
commitments of Ford Motor Company. I look forward
to hearing from you at any time.
Sincerely,
Joe Laymon
