Chevrolet ‘The New Us’ LGBT Ad Applauded By Marketing Analysts4
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.
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Efforts like this will help GM on the socially liberal coastal states where everything aside from GMC has become an after thought.
Fly over America can keep GM on top four only do long and the company must gain customersin mega population centers like LA.
LGBT buyers are not just in “socially liberal states” – look just about everywhere in the US – always have been here and we always will be a part of the fabric of America.
A smart GM will court a broad consumer base if it’s going to thrive.
Just alienated over half your consumer base… what have you done for veterans? Just lost a lifelong customer, go woke, go broke.
I don’t get it. My dad would not allow me to buy any vehicle other than a GM truck. Period. When we bailed GM out, I felt they were the only brand worth bailing out. They represented the middle class, working man’s brand. Built for generational loyalty like my family had shown. Now they’re catering to sexual preferences? To specific gender identities? What about the loyal family man? The veteran? The rancher or farmer? GM is giving tons of money to these groups, money the taxpayers bailed them out with, right? Now they’re going all in on LGBTQ financial support? It’s a hard thing to accept, but damned if I won’t. Last Duramax I buy, and my current 2wd LBZ is at 320k miles, the 4wd at 225k. I’m sure they won’t understand why what is about to happen, happens in terms of sales, but when it does, this is why. 100% in on woke ideology… This sucks.