Ford to market Jaguar to gay consumers
12-19-2002 | 09:35 PM
#1
Thread Starter
Moderator Alumnus
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From: Washington DC (NOVA)
Ford to market Jaguar to gay consumers
Reuters / December 17, 2002
DETROIT -- In a rare move by one of the Big 3, Ford Motor Co. said Tuesday it was starting a U.S. advertising campaign that would pitch Jaguars to gay car buyers, noting the group's wealth and taste for luxury goods.
"Typically consumers in that market tend to have high disposable income, and they tend to have a higher tendency toward luxury brands in general ... Jaguar is a very natural fit," said Simon Sproule, chief spokesman for Ford's Jaguar, Land Rover and Aston Martin brands in North America.
Ford said the campaign, starting this month and running until April, would target gay, lesbian and bisexual consumers through print ads that appear primarily in publications like Out magazine and The Advocate.
"It's a first for us, and we're pretty excited about it. We think there's a lot of upside potential," Sproule said.
Ford and other Detroit automakers or their foreign nameplates have advertised to gay markets outside the United States for some time, but forays with ads tailored for gay consumers in the U.S. market have been rare.
Gay-specific advertising would seem to make sound business sense, especially at a time when U.S. auto sales are slowing. Ford estimates the gay market is made up of more than 14 million consumers with a buying power of more than $450 billion.
The first print ad Ford is set to run as part of its campaign, created by Prime Access Inc. of New York, features images of winding country roads and the words "Life is full of twists and turns."
Inset, alongside the question, "Care for a partner?" is a picture of a lone young man and a separate image of a gleaming Jaguar X-Type sedan.
"The ideal companion takes many forms," the ad says.
It's a far cry from the macho swagger normally featured in advertising for America's automakers.
Mike Wilke, head of the Commercial Closet Association, a New York group that tracks advertising in the gay marketplace, criticized the ad as a bit too soft, saying the buzzword "partner" was the only thing that signaled something outside the mainstream.
But Wilke added that the ad was something of a breakthrough nonetheless.
"What is significant about it is that it is the first gay-specific American car company ad in this country," Wilke said.
DETROIT -- In a rare move by one of the Big 3, Ford Motor Co. said Tuesday it was starting a U.S. advertising campaign that would pitch Jaguars to gay car buyers, noting the group's wealth and taste for luxury goods.
"Typically consumers in that market tend to have high disposable income, and they tend to have a higher tendency toward luxury brands in general ... Jaguar is a very natural fit," said Simon Sproule, chief spokesman for Ford's Jaguar, Land Rover and Aston Martin brands in North America.
Ford said the campaign, starting this month and running until April, would target gay, lesbian and bisexual consumers through print ads that appear primarily in publications like Out magazine and The Advocate.
"It's a first for us, and we're pretty excited about it. We think there's a lot of upside potential," Sproule said.
Ford and other Detroit automakers or their foreign nameplates have advertised to gay markets outside the United States for some time, but forays with ads tailored for gay consumers in the U.S. market have been rare.
Gay-specific advertising would seem to make sound business sense, especially at a time when U.S. auto sales are slowing. Ford estimates the gay market is made up of more than 14 million consumers with a buying power of more than $450 billion.
The first print ad Ford is set to run as part of its campaign, created by Prime Access Inc. of New York, features images of winding country roads and the words "Life is full of twists and turns."
Inset, alongside the question, "Care for a partner?" is a picture of a lone young man and a separate image of a gleaming Jaguar X-Type sedan.
"The ideal companion takes many forms," the ad says.
It's a far cry from the macho swagger normally featured in advertising for America's automakers.
Mike Wilke, head of the Commercial Closet Association, a New York group that tracks advertising in the gay marketplace, criticized the ad as a bit too soft, saying the buzzword "partner" was the only thing that signaled something outside the mainstream.
But Wilke added that the ad was something of a breakthrough nonetheless.
"What is significant about it is that it is the first gay-specific American car company ad in this country," Wilke said.
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12-20-2002 | 01:34 AM
#13
Still trolling
Joined: Oct 2002
Posts: 4,623
Likes: 1
From: Wylie, Texas
For real, jeeze. I seriously have nothing against gays, it's just not my lifestyle.
If I were gay, I'd feel pretty pissed tha tthye would target me seperatly from the rest of the public. I don't think the homosexual community wants to be seen as "differnet" purchasers. Plus, this will make gay-hating straight people not buy Jags...
If I were gay, I'd feel pretty pissed tha tthye would target me seperatly from the rest of the public. I don't think the homosexual community wants to be seen as "differnet" purchasers. Plus, this will make gay-hating straight people not buy Jags...
12-20-2002 | 02:18 AM
#16
Safety Car
Joined: Jan 2002
Posts: 3,991
Likes: 15
From: Renton, WA
Originally posted by chrisbpickering
or
or
ahahahahaha powered by ky
why is this discussion even happening? its gay enough as it is...:ghey: :ghey:
seriously though it isnt a good idea, because yea it would definately build an image in the public that all jags are owned by gay ppl...and i think a lot of rich doctors would be pissed at that. although, id still take a free jag regardless
12-20-2002 | 02:54 PM
#21
Intermediate
Joined: Sep 2002
Posts: 27
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From: University of Maryland
I can only imagine what their forum would be like...
"pink windshield wiper fliud mods"
"where can I get custom vanity mirrors??"
"who would win... my partner's Jetta or my X-type 2.5"
"how do I mount these cute lil' washer lights on my hood?"
12-20-2002 | 03:10 PM
#23
Moderator Alumnus
Joined: Jan 2001
Posts: 9,574
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From: Communist, NY
Here is a 117 response thread on this issue (VW board).......read to your hearts content.
http://forums.vwvortex.com/zerothread?id=628052
http://forums.vwvortex.com/zerothread?id=628052
12-20-2002 | 05:42 PM
#26
Banned
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Posts: 5,547
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From: central jerzey
"""""""quote:
--------------------------------------------------------------------------------
Just another sign of the looming apocalypse. IMHO
--------------------------------------------------------------------------------
rossi46, take your homophobic hatred elsewhere.
As for the topic at hand, have any of you actually watched a Volkswagen commercail? There are several of them that can be seen from both a heterosexual and a homosexual perspective. This was certainly no accident that Volkswagen did this.
The market segment is most definitely there. I think it is a wise move for Ford to do the same with Jaguar. After all, the more cars sold the more money for the stock holders.""""""
Sum1 said the acopalypse thing as a joke, and of course some gay person has to chime in with saying he is afraid of gays, and is hatefull.
I can't stand gay people who use their gayness as some kind of political mission to fuel their craving for attention. Their lives become devoted to calling every1 who disagrees with them homophobic.
Anyway, i'll say it once, and i'll say it again. I can beat the crap out of any gay male. I am in no way afraid of them. I just get sick of people who crave attention.
--------------------------------------------------------------------------------
Just another sign of the looming apocalypse. IMHO
--------------------------------------------------------------------------------
rossi46, take your homophobic hatred elsewhere.
As for the topic at hand, have any of you actually watched a Volkswagen commercail? There are several of them that can be seen from both a heterosexual and a homosexual perspective. This was certainly no accident that Volkswagen did this.
The market segment is most definitely there. I think it is a wise move for Ford to do the same with Jaguar. After all, the more cars sold the more money for the stock holders.""""""
Sum1 said the acopalypse thing as a joke, and of course some gay person has to chime in with saying he is afraid of gays, and is hatefull.
I can't stand gay people who use their gayness as some kind of political mission to fuel their craving for attention. Their lives become devoted to calling every1 who disagrees with them homophobic. Anyway, i'll say it once, and i'll say it again. I can beat the crap out of any gay male. I am in no way afraid of them. I just get sick of people who crave attention.
12-20-2002 | 07:06 PM
#28
retired
Joined: Oct 2000
Posts: 1,575
Likes: 3
From: Private
As some of you know I ride a motorcycle (2001 GSXR 600).A friend of mine asked me after I had purchased the bike why I did not opt for a Harley .My response was that I did not much care for the image associated with Harleys .Now I have nothing at all against Harleys or their owners it is just an image I don't much care for so I chose a bike that had the performance and image I like .Although I will never be mistaken for a professional motorcycle racer I do sort of like the image that comes along with riding these admittedly cramped furiously fast machines .
After I saw that Ford was going to market Jaguars to homosexuals I have to admit my interest in the brand dropped to nothing in about the time it took to read the article.Although it is a gutsy move to try this sort of sales approach I kind of wonder if it will cause a backlash of lost sales because the car will have an image many people might not care for .I have always liked Jags and thanks to a Jaguars fast depreciation I had an interest in buying one of the convertibles as a used car .Then again if the car is openly being marketed to homosexuals ..........well thanks but no thanks .Again nothing against those people but I really don't want that image .Jens
After I saw that Ford was going to market Jaguars to homosexuals I have to admit my interest in the brand dropped to nothing in about the time it took to read the article.Although it is a gutsy move to try this sort of sales approach I kind of wonder if it will cause a backlash of lost sales because the car will have an image many people might not care for .I have always liked Jags and thanks to a Jaguars fast depreciation I had an interest in buying one of the convertibles as a used car .Then again if the car is openly being marketed to homosexuals ..........well thanks but no thanks .Again nothing against those people but I really don't want that image .Jens
12-20-2002 | 07:28 PM
#29
Banned
Joined: Apr 2002
Posts: 3,335
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From: NYC
Originally posted by Jens H.
As some of you know I ride a motorcycle (2001 GSXR 600).A friend of mine asked me after I had purchased the bike why I did not opt for a Harley .My response was that I did not much care for the image associated with Harleys .Now I have nothing at all against Harleys or their owners it is just an image I don't much care for so I chose a bike that had the performance and image I like .Although I will never be mistaken for a professional motorcycle racer I do sort of like the image that comes along with riding these admittedly cramped furiously fast machines .
After I saw that Ford was going to market Jaguars to homosexuals I have to admit my interest in the brand dropped to nothing in about the time it took to read the article.Although it is a gutsy move to try this sort of sales approach I kind of wonder if it will cause a backlash of lost sales because the car will have an image many people might not care for .I have always liked Jags and thanks to a Jaguars fast depreciation I had an interest in buying one of the convertibles as a used car .Then again if the car is openly being marketed to homosexuals ..........well thanks but no thanks .Again nothing against those people but I really don't want that image .Jens
As some of you know I ride a motorcycle (2001 GSXR 600).A friend of mine asked me after I had purchased the bike why I did not opt for a Harley .My response was that I did not much care for the image associated with Harleys .Now I have nothing at all against Harleys or their owners it is just an image I don't much care for so I chose a bike that had the performance and image I like .Although I will never be mistaken for a professional motorcycle racer I do sort of like the image that comes along with riding these admittedly cramped furiously fast machines .
After I saw that Ford was going to market Jaguars to homosexuals I have to admit my interest in the brand dropped to nothing in about the time it took to read the article.Although it is a gutsy move to try this sort of sales approach I kind of wonder if it will cause a backlash of lost sales because the car will have an image many people might not care for .I have always liked Jags and thanks to a Jaguars fast depreciation I had an interest in buying one of the convertibles as a used car .Then again if the car is openly being marketed to homosexuals ..........well thanks but no thanks .Again nothing against those people but I really don't want that image .Jens
Soon its going to be a red flag like the rainbow stickers on the bumper. " Oh you drive a jag you must be gay?"
12-21-2002 | 12:45 AM
#31
What, me drive fast?
Joined: Oct 2002
Posts: 1,943
Likes: 0
From: North Andover, MA
Some of the replies on this thread are really bad. That said, I bet the Jag is pretty sour about the publicity. They don't want to be KNOWN for being a "market to gay" company. Granted, ever car company markets either to heterosex singles or hetro married couples. I think about it this way...10% of the population is gay (I don't think so but I read that). Of that 10% maybe 33% have enough $ to buy a luxury car. Of that 1/3, maybe 10% will consider Jag. So we are down to around 1% that they are aiming at....worth it? Jeez..I don't care WHO drives a car a long as they don't put the freekin stickers on the back of the car. I just hate bumper stickers!!!!
I don't know why Jag did that...the unspoken rule is that Subaru is the car of alternative choice...right?
I don't know why Jag did that...the unspoken rule is that Subaru is the car of alternative choice...right?
12-21-2002 | 05:22 PM
#36
go like hell
Joined: Jul 2001
Posts: 5,154
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From: Anna,OH(home of the honda/acura motors)
Originally posted by nate'sCLS
I think they run a huge risk of losing straight buyers IMO
I think they run a huge risk of losing straight buyers IMO
I don't know I'm in marketing sometimes you gotta try something new and fresh. but at the same time you gotta be careful not to offend your current customers:shakehd:
12-22-2002 | 11:01 AM
#39
Fell off my Rocking-Chair
Joined: Oct 2001
Posts: 1,812
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From: In a different State of Mind
i've never been into the car labeling thing and it classifying a certain group of ppl. Meaning i'd never look at a guy driving a VW jetta or beetle and just assume he's gay or a white guy driving a domestic pickup being a hick. I'd give em the benefit of the doubt (thats even if i care to ponder about it cos its none of my business)
But this move by ford is imprudent and thoughtless and may just backfire. By them trying to market to a handful of gays (assuming they can afford a jag) some MAY buy into it while others may get deeply offended by it.... but regardless of that, there will be hundreds of straight buyers who WONT buy a jag cos of this. Did this not cross the mind of the genius who came up with this?
I've always liked the XJR and XKR but if this gay association with jag thing really spreads then i simply wont buy a jag. Its one thing when a brand is unwillingly connected with certain type of group and ppl.... but a company DELIBRATELY and willingly doing this is pathetic. :thumbsdn:
But this move by ford is imprudent and thoughtless and may just backfire. By them trying to market to a handful of gays (assuming they can afford a jag) some MAY buy into it while others may get deeply offended by it.... but regardless of that, there will be hundreds of straight buyers who WONT buy a jag cos of this. Did this not cross the mind of the genius who came up with this?
I've always liked the XJR and XKR but if this gay association with jag thing really spreads then i simply wont buy a jag. Its one thing when a brand is unwillingly connected with certain type of group and ppl.... but a company DELIBRATELY and willingly doing this is pathetic. :thumbsdn:
12-22-2002 | 01:31 PM
#40
Instructor
Joined: Oct 2001
Posts: 107
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Fear, Insecurity, Ignorance
Most of this thread is disgusting and laughable - 38 Posts already??? what are some of you so afraid of? It's really amazing. Someone might think you're gay if you drive a certain car, or that an ad is marketed to a group you don't like or understand - what is going on in YOUR mind is the problem.
All kinds of products are marketing to all kinds of groups including gays. Only when it's cars some of you finally BECOME AWARE of it.
Plenty of car companies know that many of their customers have good taste and money and are gay too. Hate or Ignorance and insecurity - get over it.
All kinds of products are marketing to all kinds of groups including gays. Only when it's cars some of you finally BECOME AWARE of it.
Plenty of car companies know that many of their customers have good taste and money and are gay too. Hate or Ignorance and insecurity - get over it.