CONTACTStaffCAREER OPPORTUNITIESADVERTISE WITH USPRIVACY POLICYPRIVACY PREFERENCESTERMS OF USELEGAL NOTICE
© 2024 Pride Publishing Inc.
All Rights reserved
All Rights reserved
By continuing to use our site, you agree to our Private Policy and Terms of Use.
With $600 billion in buying power burning a collective hole in their pockets, gay, lesbian, bisexual, and transgender car-buyers are snapping up luxury brands and hybrids at a faster rate than their heterosexual counterparts, a new study says. "Gay and lesbian consumers are becoming an important target market for U.S. vehicle manufacturers, especially luxury brands," said Bryan Krulikowski, senior director of research for Harris Interactive, the market research firm that conducted the consumer study for Witeck-Combs Communications.
While LGBT consumers appreciate opulence, research showed that balancing image with affordability is a high priority for them. Advertising and marketing also play a strong role in gay and lesbian car-buying decisions. "Nearly three quarters--72%--of LGBT consumers indicate they are more likely to consider purchasing a vehicle from a manufacturer that has specifically targeted automotive advertising to the LGBT community," Krulikowski said. "Volkswagen, Subaru, Volvo, and BMW are perceived as the top brands that extend the greatest outreach to the GLBT community through their marketing communications."
The study also showed that gays and lesbians respond to nontraditional marketing, such as word of mouth or Internet-based promotion, and that advertising may have contributed to the fact that gays have really taken to hybrid electric vehicles, with 51% of LGBT consumers declaring an interest in them, compared with 34% of heterosexual auto buyers. (Neal Broverman, Advocate.com)
Want more breaking equality news & trending entertainment stories?
Check out our NEW 24/7 streaming service: the Advocate Channel!
Download the Advocate Channel App for your mobile phone and your favorite streaming device!
From our Sponsors
Most Popular
Here Are Our 2024 Election Predictions. Will They Come True?
November 07 2023 1:46 PM
Meet all 37 of the queer women in this season's WNBA
April 17 2024 11:24 AM
17 Celebs Who Are Out & Proud of Their Trans & Nonbinary Kids
November 30 2023 10:41 AM
Here Are the 15 Most LGBTQ-Friendly Cities in the U.S.
November 01 2023 5:09 PM
Which State Is the Queerest? These Are the States With the Most LGBTQ+ People
December 11 2023 10:00 AM
These 27 Senate Hearing Room Gay Sex Jokes Are Truly Exquisite
December 17 2023 3:33 PM
10 Cheeky and Homoerotic Photos From Bob Mizer's Nude Films
November 18 2023 10:05 PM
42 Flaming Hot Photos From 2024's Australian Firefighters Calendar
November 10 2023 6:08 PM
These Are the 5 States With the Smallest Percentage of LGBTQ+ People
December 13 2023 9:15 AM
Here are the 15 gayest travel destinations in the world: report
March 26 2024 9:23 AM
Watch Now: The Daily
Trending stories from our video partner Advocate Channel.
For more videos and shows go to advocatechannel.com.
Trending stories from our video partner Advocate Channel.
For more videos and shows go to advocatechannel.com.
Latest Stories
Over 90% of trans youth live in states pushing anti-trans legislation: report
April 23 2024 10:08 PM
George Santos pulls out of New York congressional race
April 23 2024 7:04 PM
Biden will hammer Trump over abortion bans in Florida speech
April 23 2024 5:00 AM
Tristan Snell, who brought down Trump University, sees conviction in hush money case
April 22 2024 7:36 PM
Joe Biden admin marks Earth Day with major environmental initiatives
April 22 2024 4:18 PM
Texas Gov. Greg Abbott: 'We want to end' trans and gender nonconforming teachers
April 22 2024 4:13 PM
Nonbinary 17-year-old killed two years after being reported missing
April 22 2024 3:46 PM