How many gay men actually drive Jeeps? Do lesbians really prefer Subarus to other cars? We’ve all heard the stereotypes and maybe we fit some of them, too. Now our friends at gaywheels.com are setting out to separate truth from fiction with their first ever LGBT Automotive Survey.
According to the gaywheels.com press release, “The study, designed with market research partner Sorgenfrei, promises to shed light on vehicle ownership, brand loyalty and brand imagery among LGBT vehicle owners.” Promotion for the study will include ads on major LGBT Web sites including logoonline.com, gay.com and sites supported by the GayAdNetwork.
Gaywheels.com founder Joe LaMuraglia says the survey is already attracting strong interest in just the first few days of the promotion (even before the ads). I hope that continues and that Joe is able to identify a statistically relevant sample that can provide real insight into a woefully underappreciated segment of car buyers: gays and lesbians.
To provide context and contrast, Joe is actively seeking participation in the survey from all car owners – gay and straight – to ensure he can demonstrate the differences in what gay and straight people buy and why.
As I’ve said before, gays and lesbians are active consumers and we buy cars. I’ll be curious to see if Joe’s research bears out what we know from other work and our own experience: we support those companies that support us. We’ll see. And we’ll share the results with you once Joe completes the survey and releases his findings.
We hope you’ll take the survey and help provide Joe and his team with the data to highlight the promise and potential of the LGBT carbuying public.
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