Marketing the Rainbow

Cars may not be the first product you think of in Marketing the Rainbow. Yet, the turnover of one sale is high, and so is the brand loyalty of the LGBT customer, so dozens of car manufacturers have, at one time or another, aimed at the rainbow drivers. 

Supported by websites like, the Gay Car of the Year award, and (out) celebrities such as Martina Navratilova, almost every major brand was there.

Not all were successful - some even failed miserably, including a backlash from mainstream customers - but some brands have managed to create a definited foothold within the desired market segment. A good example: for insiders - and some outsiders - Subaru is strongly associated with the lesbian segment.

Participation in Pride parades, sponsoring of events and ads declaring support for equality are among the tools most used. And then there are the word jokes...


~ case studies ~