A pink Cadillac?

Since the purchase of a car involves quite a substantial amount of money, car manufacturers have turned their attention to the L and G markets decades ago: some brands aim for gay men, others typically for lesbians.

Subaru was the first one to recommend themselves to lesbian drivers, and they have done so for years, with the help of i.a. Martina Navratilova. Subaru also spoke out politically, in support of LGBT. They are, hands down, the winner in the LGBT-friendly competition (see below).

Brands like Jeep, Audi, Toyota, Fiat, BMW, Ford and Volvo have all targeted the G(LBT) consumers over the years, and this has only increased since the 2015 verdict of the SCOTUS in the US has made the rainbow mainstream.

Read my blog for Marketing the Rainbow.

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