It’s a fact of life: there are gays and lesbians who purchase General Motors vehicles. There’s no dodging that. Automakers are in the business of selling to anyone who has a favorable feeling towards a specific brand. That’s why brands exist; to nurture relationships with consumers, and court them into being lifelong loyalists.
Automotive News published a report citing Chevrolet’s “The New Us” advertisement, as a marketing breakthrough. For those who are not familiar, the advertisement aired during NBC’s broadcasts of the most recent Olympic games. The ad featured a Chevrolet Traverse, and 12 families were highlighted in the spot. Three of those families were headed by gay couples.
Justin Bell, CEO of Arc & Arrow Creative Group, an agency focused on connecting brands with the lesbian, gay, bisexual and transgender market, called the spot “monumental” and “no tiny move for Chevrolet.”
Analysts expect the open advertising to include gays will continue to rise as acceptance for the community follows suit. Just this year, nearly 60 percent of Americans supported gay marriage.
Chevrolet’s acceptance of the LGBT community creates an open relationship between the brand and groups of people that normally are not highlighted in regular advertising, and it’s working.
Following “The New Us”, Chevrolet’s favorability among the LGBT community rose one whole percentage point. Currently, the brand sits among one of the top five least considered brands among gays, according to a 2013 comprehensive survey.
But, the statistics show the LGBT are much like the rest of the population, scooping up Silverados, F-150s, Civics and other hot sellers. Following the most recent findings, you can only bet GM as a whole will step up its game to feel more inviting.