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Jaguar Launches Campaign Targeting Gay Consumers
U.S. Newswire ^ | December 17, 2002

Posted on 12/17/2002 11:54:35 AM PST by new cruelty

IRVINE, Calif., Dec. 17 /U.S. Newswire/ -- Jaguar North America today announces that it is launching an integrated marketing and advertising campaign to specifically reach gay, lesbian, bisexual and transgender (GLBT) consumers. The Jaguar campaign is part of a comprehensive strategy developed by Ford Motor Company's Global Marketing organization. The campaign will target GLBT consumers in the New York and Los Angeles metropolitan areas.

Jaguar and Ford Motor Company are actively pursuing this niche market of more than 14 million consumers, with a buying power estimated to be more than $450 billion, by developing a tailored message to speak directly to this consumer segment. This campaign builds upon previous Jaguar marketing initiatives towards the GLBT community, which include past sponsorship of the Gay and Lesbian Against Defamation (GLAAD) Media Awards in 2001 and 2002.

"In recent years, Jaguar has targeted gay consumers on a smaller scale and found the brand is very appealing to this segment," said George Ayres, vice president of Marketing for Jaguar North America. "We look forward to expanding our outreach by establishing more of a presence in this community and earning the consumer's loyalty."

Jaguar, Ford's Global Marketing organization and Witeck-Combs Communications, a strategic marketing and public relations firm specializing in the GLBT market, developed the comprehensive strategy. Consumer insights gained through a proprietary online market research study of more than 1,000 GLBT and 1,000 general population consumers formed the basis of the strategy.

"Ford Motor Company is proud of its commitment to its diverse customer base, which includes gay, lesbian, and bisexual consumers," said Jan Valentic, Vice President of Global Marketing at Ford Motor Company. "This commitment is evident in our corporate policies, benefits, and employee programs and should also be connected to the consumer marketplace in a meaningful way."

The campaign features print advertising and marketing programs tailored to this consumer. Print ads were created by Prime Access Inc. of New York and will run primarily in national GLBT publications, including "Out" magazine and "The Advocate." Print ads will start to run in December 2002 and continue until April


TOPICS: Activism/Chapters; Business/Economy; Culture/Society; News/Current Events
KEYWORDS: advertising; alternative; antifamily; antimarriage; automobile; bisexual; business; buttknockers; cars; celebratesin; farding; ford; gay; gaycars; gerbils; gereshiftknob; homosexual; homosexualagenda; homosexualvice; industry; jaguar; lesbian; liberal; lifestyle; marriage; media; phalliccompensation; queermobile; rainbowstickers; romans1; sexualperversion; speedbumps; transexuals; transvestites; transyvanians
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1 posted on 12/17/2002 11:54:35 AM PST by new cruelty
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To: new cruelty
Who can resist the epithet "Faguar"?
2 posted on 12/17/2002 12:05:50 PM PST by Physicist
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To: new cruelty
Something about the seats . . .
3 posted on 12/17/2002 12:07:05 PM PST by Abcdefg
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To: Physicist
yikes. not in this day and age.
4 posted on 12/17/2002 12:07:13 PM PST by new cruelty
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To: new cruelty
They should copy Volkswagen's. It seems to be working real well.
5 posted on 12/17/2002 12:07:56 PM PST by jjm2111
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To: Physicist
ROFL!

Yet another reason I'd rather buy a Cadillac.

6 posted on 12/17/2002 12:08:48 PM PST by TonyRo76
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To: new cruelty
So they'll only come in pink?
7 posted on 12/17/2002 12:09:01 PM PST by Doug Loss
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To: TonyRo76
a pink one none the less.
8 posted on 12/17/2002 12:09:16 PM PST by new cruelty
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To: new cruelty
every color of the rainbow, im sure.
9 posted on 12/17/2002 12:09:47 PM PST by new cruelty
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To: jjm2111
Where I live the Miata and the Wrangler seem to be the vehicles of choice for the "diverse customer base."
10 posted on 12/17/2002 12:10:35 PM PST by clintonh8r
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To: new cruelty
bisexual consumers....

So, Mr. Salesman, do the car doors open *BOTH* in and out?
11 posted on 12/17/2002 12:10:56 PM PST by APBaer
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To: new cruelty
That's it! I'm canceling my order for an XKR convertible.
12 posted on 12/17/2002 12:11:15 PM PST by BikerNYC
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To: Physicist
Excellent.

They suck and the stick shift is not only functional, it is edible.
13 posted on 12/17/2002 12:11:28 PM PST by billhilly
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To: new cruelty
Shifter now located in driver's seat.
14 posted on 12/17/2002 12:11:50 PM PST by Black Powder
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To: new cruelty
I thought prissy british fags were all that drove them anyway.
I'll be damned, learn something new every day.
15 posted on 12/17/2002 12:11:59 PM PST by dtel
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To: APBaer
lol,

this car is equipped with a stick shift for every passenger.
16 posted on 12/17/2002 12:12:13 PM PST by new cruelty
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To: new cruelty
That does it! Guess I'll have to give up my life-long dream of owning a Jag! I don't fit the niche.
17 posted on 12/17/2002 12:12:33 PM PST by afraidfortherepublic
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To: new cruelty
What movie was about the suddenly-honest advertising guy [Dudley Moore?]? "Jaguar: For Men Who Like To Get Hand Jobs From Beautiful Women They Hardly Know." The movie might need to be updated. "Jaguar: For Wookies Who Want To Get It On."
18 posted on 12/17/2002 12:12:36 PM PST by toenail
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To: clintonh8r
I forgot those.
19 posted on 12/17/2002 12:12:47 PM PST by jjm2111
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To: Physicist
Subarus have been so successfully marketed to lesbians (notice the Martina Navratalova ads, along with various LPGA pros) that they're commonly referred to as "Lesbarus"...
20 posted on 12/17/2002 12:15:51 PM PST by HumanaeVitae
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To: dtel
Nah...the new Jags are serious machines.
21 posted on 12/17/2002 12:16:45 PM PST by HumanaeVitae
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To: jjm2111
i just want to add that this country would have been much better off if Jaguar had come out with this campaign years ago...
22 posted on 12/17/2002 12:16:57 PM PST by new cruelty
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To: toenail
What movie was about the suddenly-honest advertising guy [Dudley Moore?]?

"Crazy People"...one of my favorites.

FMCDH

23 posted on 12/17/2002 12:20:10 PM PST by nothingnew
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To: afraidfortherepublic
Guess I'll have to give up my life-long dream of owning a Jag! I don't fit the niche.

My thoughts exactly. Of course I've been leaning more towards Caddy (as my ultimate dream car) anyway. I buy American to begin with, so why stop just because I reach a certain economic plateau someday?

After this story, I'd rather buy back my grandfather's old '77 Lincoln than drive one of these new Faguars.

24 posted on 12/17/2002 12:21:02 PM PST by TonyRo76
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To: APBaer
i wonder if the showrooms will become more glitzy and hot spots for cruising.

also... given the notorious history of jaguars always breaking down, this presents a perfect opportunity for gay men to meet mechanics. :)
25 posted on 12/17/2002 12:24:40 PM PST by new cruelty
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To: new cruelty
The ads will no doubt mention the Jaguar engine's prodigious 'bore and stroke'.
26 posted on 12/17/2002 12:24:56 PM PST by wayoverontheright
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To: new cruelty
So heterosexuals will quit buying Jags because they dont want people to think that they are gay. Brilliant marketing strategery...JFK
27 posted on 12/17/2002 12:27:31 PM PST by BADROTOFINGER
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To: new cruelty
"a perfect opportunity for gay men to meet mechanics."

As n:
"Ooh, I weally could use a grease job."
28 posted on 12/17/2002 12:27:37 PM PST by APBaer
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To: new cruelty
"Oh could I have a Jack in the trunk[s]"
29 posted on 12/17/2002 12:29:52 PM PST by APBaer
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To: APBaer
Jaguar Ad:

"Just can't seem to get it in Gere? The new 2003 Jaguar Type Ssssth will blow you away!"
30 posted on 12/17/2002 12:34:08 PM PST by new cruelty
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To: new cruelty
I've noticed a few commercials lately that seem to have subtle "gay" undertones -- one was an insurance ad, where two women were talking about "becoming a family" -- there was a little Asian baby being flown over for adoption -- it wasn't clear if they were adopting together or if one was the adoption agent and other a single mom ? Latest one is the commercial with these two young women running all over town speaking French -- could be sisters, friends, roommates or something "more" ?? I've also noticed a LOT of car commercials where the chick is driving, as the guy sits meekly in the passenger seat....what's up with that ??
31 posted on 12/17/2002 12:36:27 PM PST by twyn1
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To: BADROTOFINGER
So heterosexuals will quit buying Jags because they dont want people to think that they are gay

Somebody has decreed gays are an affluent crowd, owing to frequent dual earner households and, usually, no kids. DINKS by definition.

If Jaguar and Ford think marketing to gays isn't going to hurt them with the wealthy hetero men and women that buy most of their cars, they are ignorant, if not intolerant.

Best of luck - if I was in the market for a Jaguar before, I wouldn't be now. Lots of self image tied up in cars this expensive, it's not like buying a Sentra.

32 posted on 12/17/2002 12:37:40 PM PST by xsrdx
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To: twyn1
i saw the first one you mentioned. i was wondering why they just didnt adopt from the states. ah well, they seemed like well adjusted happy folk.
33 posted on 12/17/2002 12:38:13 PM PST by new cruelty
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To: new cruelty
Gay and Lesbian?

C'mon, they really mean only male homosexuals. The lesbians go for the Subarus, as they want their cars to be as ugly as the drivers.

They might want to consider that male hetero buyers will avoid a car with a reputation for appeal to homosexuals.

34 posted on 12/17/2002 12:41:58 PM PST by Plutarch
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To: new cruelty
Jaguar North America today announces that it is launching an integrated marketing and advertising campaign to specifically reach gay, lesbian, bisexual and transgender (GLBT) consumers

.... and they are going to alienate a lot more customers by doing this .....

35 posted on 12/17/2002 12:45:59 PM PST by Centurion2000
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To: xsrdx
Maybe Ford can revisit an old slogan, and remake it:

FORD: WHERE QUALITY IS BLOWJOB ONE.

36 posted on 12/17/2002 12:55:05 PM PST by Paul Atreides
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To: HumanaeVitae
"Lesbarus"... LOLOL! I see nothing around here in The Pepole's Rep. of Park Slope but Lesbarus with Rainbow stickers on them. Come to think of it, a friend of mine drives one... She's a pitcher, not a catcher.
Matt
37 posted on 12/17/2002 1:01:28 PM PST by LoneConservative
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To: new cruelty
I won't get off topic too bad. But my husband and I are considering adoption and we won't even consider adopting from 'the states'. I don't want mamma coming back in two years saying she forgot to tell daddy about the baby etc. etc. etc. Back to the cars now.
38 posted on 12/17/2002 1:03:32 PM PST by TXBubba
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To: TXBubba
darn good point. good luck!

topic on!
39 posted on 12/17/2002 1:05:00 PM PST by new cruelty
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To: Centurion2000
.... and they are going to alienate a lot more customers by doing this .....

Doubtful. The number of people who specifically would have bought a Jag but who won't now because of this is probably minimal. As shown by this thread, those people are probably going to buy American anyway (BTW, Jag is owned by Ford). On the other hand, many gays, who have excess disposable income and the style sense that Jag appeals to, are going to consider them simply because Jag is openly going after that market.

40 posted on 12/17/2002 1:05:23 PM PST by Heyworth
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To: BADROTOFINGER
Seriously...the next time I see a Jag on the road, I'll have to wonder.
41 posted on 12/17/2002 1:06:46 PM PST by July 4th
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To: July 4th
heterosexual off topic bump:

"Stuff Names the 'Sexiest Women in the World for 2003'

Jennifer Lopez, Britney Spears and Gwen Stefani
Among Those Who Top Stuff Magazine's Annual List

New York, Dec. 17 /PRNewswire/ -- Actress Monica Bellucci has been named the "Sexiest Woman in the World for 2003" by men's magazine Stuff. Bellucci, who will next be seen in the Matrix sequel, beat out Jennifer Lopez, Gwen
Stefani, and last year's #1, Britney Spears, for the top spot. The annual Stuff supplement is included with the magazine's January 2003 issue on stands
now.

Stuff's top 10 "Sexiest Women in the World for 2003":

10) Gwen Stefani (No Doubt)
9) Krista Allen (Confessions of a Dangerous Mind)
8) Cameron Diaz (Charlie's Angels)
7) Shakira (singer)
6) Britney Spears (singer)
5) Shannyn Sossamon (The Rules of Attraction)
4) Jennifer Love Hewitt (singer/actress)
3) Jamie-Lynn Sigler (The Sopranos)
2) Jennifer Lopez (singer, Maid in Manhattan)
1) Monica Belluci (Matrix Reloaded)

Other sexy women named to the list include Pink (#100), Kelly Clarkson(#91), Kylie Minogue (#82), The Women of The Real World: Las Vegas (#79), Lucy Liu (#65), Halle Berry (#49), Carmen Electra (#42), Rebecca Romijn-Stamos
(#41), Christina Aguilera (#31), Brittany Murphy (#29), Pam Anderson (#17), Kelly Hu (#15) and Jennifer Garner (#11).

Stuff is the second largest men's lifestyle magazine in the country behind brother publication Maxim. Stuff speaks directly and humorously to men about the stuff that matters in their lives -- entertainment, technology, fashion, sex, money and relationships. Plus, they have great recipes."

http://www.prnewswire.com/news/
42 posted on 12/17/2002 1:24:46 PM PST by new cruelty
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To: Black Powder
Remember Mr. Garrison's vehicle?
43 posted on 12/17/2002 1:26:26 PM PST by aruanan
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To: twyn1
I've also noticed a LOT of car commercials where the chick is driving, as the guy sits meekly in the passenger seat....what's up with that ??

Maybe the guy's having a drink on the way to dinner? My dad appreciated having me drive to the club, and also drive home!

Since I got married, I always drive, unless I'm having a baby or a migraine. It's a motion sickness thing.

44 posted on 12/17/2002 1:31:51 PM PST by Tax-chick
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To: new cruelty
If they are specifically targeting transvestites, then won't they be encouraging more farding behind the wheel?

This is not a responsible move by automanufacturers.

45 posted on 12/17/2002 1:50:57 PM PST by weegee
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To: Bob J
Don't you have a Jag?
46 posted on 12/17/2002 1:52:29 PM PST by AppyPappy
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To: Physicist
Well when you have a hybrid of Ford and Jaguar...
47 posted on 12/17/2002 1:52:52 PM PST by weegee
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To: new cruelty
Will advertisers play up the leather seats?

Do cars drive differently for people of different sexual preferences?

48 posted on 12/17/2002 1:55:14 PM PST by weegee
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To: new cruelty
Jaguar North America today announces that it is launching an integrated marketing and advertising campaign to specifically reach gay, lesbian, bisexual and transgender (GLBT) consumers.

Wonderful!

So now Subaru station wagon is firmly established the low end pervertmobile, Jaguar just volunteered to be the high end?

Can't help wondering which carmaker/model will volunteer to be the intermediate sized car of choice.

49 posted on 12/17/2002 1:55:16 PM PST by Publius6961
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To: new cruelty
Now I'm no expert on the gay community, but Jaguars do seem to be a popular choice with my gay male co-workers in Midtown Atlanta. In fact, one time I had a guy drive me in his Jag convertible to pick up theater tickets at lunch! It was a very "gay" moment for me, I made it a point to hoot and holler at the pretty girls walking by!
50 posted on 12/17/2002 1:56:11 PM PST by over3Owithabrain
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