There’s plenty of media aimed at the GLBT audience, and they certainly have money to spend. Which means that there’s a lot of advertising created to appeal to them. But do brands, such as cars, design their products specifically for that audience?
There’s an article in The New York Times today that explores why some cars tend to be thought of as appealing to gays and lesbians.
A few years ago, Meghan Daum, an op-ed contributor to The Los Angeles Times, wrote about a promising first date with a man that never led to a second one because, she later learned, the guy saw that she drove a Subaru Outback station wagon and concluded she must be a lesbian.
And when Joe LaMuraglia, the founder of Gaywheels.com, an informational site modeled on the likes of Autoweb.com, told his partner he wanted to buy a Mini Cooper convertible, the boyfriend joked that he would not be seen in it because the couple “would look like such a gay cliché,” Mr. LaMuraglia said.
Subaru has been the most prominent company to embrace the gay market. As long ago as 2000, the automaker created advertising campaigns around Martina Navratilova, the gay tennis star, and also used a sales slogan that was a subtle gay-rights message: “It’s not a choice. It’s the way we’re built.” Little wonder that many lesbians refer to their Outbacks as “Lesbarus.”