Gay, lesbian, bisexual and transgender (GLBT) drivers are more likely than heterosexuals to buy a hybrid vehicle, according to a survey conducted by Harris Interactive.

Also, gay males are more likely than heterosexuals to have satellite radios in their cars. And the GLBT crowd prefers luxury cars to economy cars, meaning the Lexus RX Hybrid is a likely buy.

The survey, which will surely be well-received by GLBT marketing specialists, says that GLBT folks are more likely to buy from companies that specifically market to them. Of course the same can be said for any interest group -- who doesn't want to feel that the message is specifically going to them?

The United States' queer community represents over $600 billion in buying power, and marketers and manufacturers are starting to take notice:

"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, Harris Interactive®. "Nearly three-quarters (72%) of GLBT consumers indicate they are more likely to consider purchasing a vehicle from a manufacturer that has specifically targeted automotive advertising to the GLBT community," said Krulikowski. He added, "Volkswagen, Subaru, Volvo and BMW are perceived as the top brands that extend the greatest outreach to the GLBT community through their marketing communications."

alpha_hazard

Fort Collins, CO

April 2004

OCT 31, 2005 05:09 PM

could it be because GLBT folks are more likely to be left leaning, and, therefore, concerned about the environment?

honestly, the silly studies people devote time and money towards.

zenFish

Vancouver, BC

August 2004

OCT 31, 2005 05:13 PM

"Volkswagen, Subaru, Volvo and BMW are perceived as the top brands that extend the greatest outreach to the GLBT community through their marketing communications."

And quite frankly I can't disaggree with those choices, very good vehicles.

burtlo

Seattle, WA

May 2004

OCT 31, 2005 05:33 PM

zenFish 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."

And quite frankly I can't disaggree with those choices, very good vehicles.

No sane person wants to get into a stupid pissing contest with the rednecks and their Fords or Chevys.

ortho7117

Charlotte, NC

April 2004

OCT 31, 2005 06:05 PM

alpha_hazard said:
could it be because GLBT folks are more likely to be left leaning, and, therefore, concerned about the environment?

honestly, the silly studies people devote time and money towards.

That is probably very true. GLBT's also want to be perceived as progressive and human-positive; it helps the movement's public image.

The only thing I can't see is how this is a silly study. It is a marketing study. To involved businesses, It is likely worth many times more money and time than were put into it.

alpha_hazard

Fort Collins, CO

April 2004

OCT 31, 2005 06:59 PM

ortho7117 said:

Good point, I guess to me it seems silly since I find marketing to be intrusive enough as it is.

alpo

Portland, OR

OLD SKOOL

OCT 31, 2005 07:11 PM

Wonder if this means that Subaru, often praised for having been the first carmaker to deliberately market to the GLBT community (I believe they put ads in the Advocate and similar publications showing same-sex couples with their cars), will come out with a hybrid.

Sebilrazen

Minneapolis, MN

November 2004

OCT 31, 2005 08:12 PM

Damnit... I wanted a hybrid too. Now I'm screwed. I can't stand the taste of semen, it makes me gag.

Elijah

SUICIDEGIRL

New York, USA

OCT 31, 2005 08:30 PM

i have XM radio. i prefer luxury cars.
does this mean im gay and didnt know it?
who wants to tell my mom? im scared.

grahf

New York, NY

September 2002

OCT 31, 2005 08:43 PM

Sebilrazen said:
Damnit... I wanted a hybrid too. Now I'm screwed. I can't stand the taste of semen, it makes me gag.

How would you know? Whose semen were you eating?

dem_z

United Kingdom

June 2004

NOV 01, 2005 03:08 AM

. . . and the people buying Hummers are repressing their sexuality. Or making up for having a tiny cock.

Mya22

HOPEFUL

Syracuse, NY

NOV 01, 2005 05:40 AM

ExpiredCanOfAlpo said:
Wonder if this means that Subaru, often praised for having been the first carmaker to deliberately market to the GLBT community (I believe they put ads in the Advocate and similar publications showing same-sex couples with their cars), will come out with a hybrid.

If Subaru comes out with a hybrid I'd gladly give up my lovely Forester for one. The only reason I don't have a hybrid right now is because there aren't any that have all-wheel drive.

Saturn is also really gay friendly... they'll make that indentation in the rear bumper that says "Saturn" into rainbow colors for you when you buy the car.

Cash

USA

OLD SKOOL

NOV 01, 2005 05:49 AM

And the GLBT crowd prefers luxury cars to economy cars, meaning the Lexus RX Hybrid is a likely buy.

This was a shock to whom, exactly?

I can't wait for the major car manufactuers to get on the bandwagon for this one....think of it, car models designed specifically for the GLBT community. Perhaps in the future we'll see the Ford Fabulous or the Chevy Blazer Streisand Edition.

Toole

United Kingdom

October 2005

NOV 01, 2005 06:04 AM

Gay people are also much more likely to be DINK couples, so the luxury car market is naturally going to appeal over something more practical, as well as the fact that no kids = much less money going out, again turning them towards the luxury car market.

Quirky

Birmingham, AL

October 2005

NOV 01, 2005 07:03 AM

I have a bug. I am a very happy man.

Idjit

HOPEFUL

I'm lost

NOV 01, 2005 07:09 AM

Heh. Most Prius owners we run into tend to be over-50 hetero college professors. We're about 20 years under the target demographic. I guess the fact that I'm a total fag explains it.

ASSH0LE

Las Vegas, NV

June 2003

NOV 04, 2005 07:54 PM

VW was the one with the commercial where the two guys pick up the smelly chair.

A smart move, marketing-wise. Heteros saw them as two hetero roommates, while gays perceived them as a gay couple.

BOARDS:

TOPICS:

Los Angeles, CA

October 2002

OCT 31, 2005 04:27 PM

alpha_hazard

Fort Collins, CO

April 2004

OCT 31, 2005 05:09 PM

Vancouver, BC

August 2004

OCT 31, 2005 05:13 PM

Seattle, WA

May 2004

OCT 31, 2005 05:33 PM

Charlotte, NC

April 2004

OCT 31, 2005 06:05 PM

alpha_hazard

Fort Collins, CO

April 2004

OCT 31, 2005 06:59 PM

alpo

Portland, OR

OLD SKOOL

OCT 31, 2005 07:11 PM

Minneapolis, MN

November 2004

OCT 31, 2005 08:12 PM

SUICIDEGIRL

New York, USA

OCT 31, 2005 08:30 PM

New York, NY

September 2002

OCT 31, 2005 08:43 PM

United Kingdom

June 2004

NOV 01, 2005 03:08 AM

Mya22

HOPEFUL

Syracuse, NY

NOV 01, 2005 05:40 AM

Cash

USA

OLD SKOOL

NOV 01, 2005 05:49 AM

United Kingdom

October 2005

NOV 01, 2005 06:04 AM

Quirky

Birmingham, AL

October 2005

NOV 01, 2005 07:03 AM

Idjit

HOPEFUL

I'm lost

NOV 01, 2005 07:09 AM

Las Vegas, NV

June 2003

NOV 04, 2005 07:54 PM