The New York International Auto Show starts this week. Amid all of the conversation about the future of the automobile industry, we’re hoping the latest example of the power and potential of the LGBT car buying market doesn’t get lost. Today, our friend Joe LaMuraglia at gaywheels.com is releasing the results of his first-ever LGBT Automotive Survey. [Full Disclosure: We’re helping Joe with outreach and distribution of the press release.]
So, what does the survey say? A lot. It’s chock full of data about car buying preferences, key motivators for purchase and most likely next purchases by gay men and lesbians. But there are a few key conclusions I found very compelling:
1) Whether or not a company is gay friendly is “very or somewhat” important to two out of every three gay and lesbian car buyers. We care what you do and want to hear that you mean what you say about engagement in our community.
But…
2) Being gay friendly isn’t everything. Subaru is far and away the auto manufacturer both gay men and lesbians believe is the most gay friendly. But the company is much further down the list in terms of ownership and planned future purchases.
And…
3) Although Toyota is the number one most owned brand for both gays and lesbians (matching general population statistics), the survey reveals that Gay Men are 18 times more likely than the general population to own a Saab, five times more likely to own an Audi and four times more likely to own a MINI, VW or Jaguar. Lesbians are 11 times more likely than the general population to own a Saab, five times more likely to own a Scion and three times more likely to own a Jeep, Subaru or Saturn.
That could be because….
4) Gay men focus on styling, price and fuel economy in looking for a new car and lesbians focus on fuel economy, price and safety ratings.
You could interpret a lot from these numbers. For me, the survey shows that we’re a complex market – with a lot of differences between gender and a different set of motivators from straight car buyers. But, we’re also a good target. Joe’s survey found that 40% of survey respondents (LGBT people who currently own cars) reported an annual household income over $100,000.
To me, the lesson to the automakers from this survey is that we are an audience that should not be overlooked. We don’t all make that income figure, and we’re not all in the market for a new car. But for an industry that is looking everywhere for a solution to their sales woes, averting their eyes from the LGBT marketplace as one area of focus should seem like a really foolish idea.
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