Lexus is joining its Toyota stablemate Scion in directly courting gay audiences. The luxury brand's edgier, younger sibling has been in the business of marketing to gays essentially since its inception, but this will mark the first time that Lexus has directly sought the homosexual dollar.
Brian Bolain, Lexus' national advertising and media manager outlines the process that led Lexus into the market in a Gay365.com interview. Being gay himself, Bolain elaborated on how and why Toyota rolled out Scion to the gay community, and how such lessons are being applied to the company's upscale Lexus brand.
In addition to discussing Lexus' shifting market strategies, writer Michael Wilke discusses company (and advertising firm) initiatives in place to craft marketing messages that speak to alternative and minority audiences without offending them.
Lexus joins luxury brands like Mercedes-Benz and Cadillac in directly vying for GLBT dollar.
[Sources: 365Gay.com; Lexus]
(Top tip, Emulous1974!)
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Reader Comments (Page 1 of 6)
TJ @ May 3rd 2006 11:04AM
I think VW has too tight a grip on this market. Although the Mini brand has shown signifficant penetration.
Elliott @ May 3rd 2006 11:18AM
I still don't see why the AFA picks on Ford? At this point it seems Ford's in the majority, not the minority.
Beavis @ May 3rd 2006 11:23AM
You said penetration.
Corey W. @ May 3rd 2006 11:31AM
So there is a connection with owning Toyota and being gay! ;-) Just joking....
Interesting, I'm seeing more and more of this type of marketing, for gay, African American, Latino....etc. I do understand the benefits from and advertising point of view, but some aspects don't make sense. The product is not "designed" for a particular ethnic or alternate lifestyle, it's just a more specific advertising market. Just seems like catering to a spoiled kid, how were companies NOT advertising to gays before.
I've seen commercials for the same product, one with White people then the same product advertised with Black people, Again, same product, just seems silly..
Hung2 @ May 3rd 2006 11:32AM
Nice to see Lexus OPENING UP to accept the GLBT dollar. I think regardless of the positions of other automakers who haven't jumped on this bandwagon, you'll see more and more, deeper and deeper penetration into this market.
Bill @ May 3rd 2006 11:40AM
I'm a big ol 'mo. I hate being pandered to. I will buy the product that suits my needs the best. To me this type of marketing is the same as a sleezy car salesman who pretends to be your best friend just to get you to buy a car. I'm an individual, not a market category.
Let the product stand on its merits. If it is good I'll buy it, if it stinks I won't.
dave @ May 3rd 2006 11:43AM
Does ANYONE seriously still think that SC430 looks good?
Cheesy, hokey, snub-nosed and retarded, looks more like a Scion or Camry Solara than a proper Lexus.
steve @ May 3rd 2006 11:45AM
Hasn't Lexus ALWAYS accepted the GBLT dollar? As Corey says, the entire thing sounds so silly. I guess auto marketers feel as if a particular group will NOT buy it's car unless representatives of that group are shown driving the car in advertisements. Give adults a little more credit.
Mike @ May 3rd 2006 11:45AM
Subaru, Volvo, and VW have been in that market for years.
Adrian @ May 3rd 2006 11:50AM
When everyone has jumped onto the Gay wagon, then, you'll see a reversal, and some maker is going to become the first who sells to real men. Marketing hype is what it's all about. Don't gay people drive today ? Why do you need ads that target them ? What makes a gay-car any more different than any other car ?
jscro @ May 3rd 2006 11:51AM
"Does ANYONE seriously still think that SC430 looks good?"
I've never understood why anyone would buy this car. My uncle has one, and he loves it. How ironic I told him it made him look gay.
Seriously, it's a styling disaster.
SoWhat @ May 3rd 2006 11:55AM
I noticed from their monthly sales report that many of their models were down from the previous year. Guess you'll stoop to make a dollar even from these people. Money is money, right? Even if they are wacko, militant, promiscuous, civilization wreckers.
Tone @ May 3rd 2006 12:04PM
#10
"10. When everyone has jumped onto the Gay wagon, then, you'll see a reversal, and some maker is going to become the first who sells to real men."
-I think you are taling about MOPAR, go buy a neon
"who sells to real men."
-You can't get any more manly than two (2) guys!!!
Tone @ May 3rd 2006 12:08PM
" What makes a gay-car any more different than any other car?"
NOTHING!!! But odds are your not reading OUT magazine and gay people are!
I love how Orbitz.com markets in *mainstream* television for the gay market.
Ryan @ May 3rd 2006 12:10PM
12.)
"Even if they are wacko, militant, promiscuous, civilization wreckers. "
-Emotional babble, has nothing to do with the logic of this article.
DarkKnight67 @ May 3rd 2006 12:11PM
The SC430 isn't a car for gay men - I mean have you looked at the back seat?
John @ May 3rd 2006 12:19PM
hmm... I'm gay and I have an SC430 that I love...
Brian @ May 3rd 2006 12:26PM
14: I was just about to bring that up. I'm glad someone here "got it."
JD @ May 3rd 2006 12:34PM
I applaud automakers for courting GLBT consumers and employees, but if the product isn't there, we still won't buy. (US automakers take note.)
I do think that Martina helped Subaru court the lesbian consumers, but Subaru Outbacks and Foresters were already known as lesbian-grocery-getters long before Subaru signed her. A good chuck of the gay men I know (myself included) drive Bimmers, which isn't considered particularly supportive of GLBT employees.
Advertisements in gay media won't make me buy a mediocre product, but overtly anti-gay policies could drive me away from a company.
td500 @ May 3rd 2006 12:36PM
Many of you are missing the point. Ads are always crafted for the media they are in. If I advertise a vehicle in Sports Illustrated, that ad will look different than the one in Better Homes & Gardens. Gay publications have good demographics, but why would they use an ad with a heterosexual couple for Out? Or a white couple for Essence? They are just tailoring the advertising to the market--that's Marketing 101. Very little marketing is broad-based these days.