Jaguar Launches Campaign Targeting Gay Consumers

U.S. Newswire ^ | December 17, 2002

[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

[HumanaeVitae]

Nah...the new Jags are serious machines.

[new cruelty]

i just want to add that this country would have been much better off if Jaguar had come out with this campaign years ago...

[nothingnew]

What movie was about the suddenly-honest advertising guy [Dudley Moore?]?

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

FMCDH

[new cruelty]

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. :)

[wayoverontheright]

The ads will no doubt mention the Jaguar engine's prodigious 'bore and stroke'.

[BADROTOFINGER]

So heterosexuals will quit buying Jags because they dont want people to think that they are gay. Brilliant marketing strategery...JFK

[APBaer]

"a perfect opportunity for gay men to meet mechanics."

As n:
"Ooh, I weally could use a grease job."

[APBaer]

"Oh could I have a Jack in the trunk[s]"

[new cruelty]

Jaguar Ad:

"Just can't seem to get it in Gere? The new 2003 Jaguar Type Ssssth will blow you away!"

[twyn1]

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 ??

[xsrdx]

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.

[new cruelty]

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.

[Plutarch]

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.

[Centurion2000]

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 .....

[Paul Atreides]

Maybe Ford can revisit an old slogan, and remake it:

FORD: WHERE QUALITY IS BLOWJOB ONE.

[LoneConservative]

"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

[TXBubba]

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.

[new cruelty]

darn good point. good luck!

topic on!

[Heyworth]

.... 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.