Dallas Voice (Dallas, Tex.), Vol. 19, No. 34, Ed. 1 Friday, December 20, 2002 Page: 28 of 72
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Ford Motor Co. to market
Jaguars to gay consumers
Internal Ford-Jaguar study shows gays spend more on luxury cars
From Staff and Wire Reports
DEARBORN, Mich. — Ford Motor Co.'s
Jaguar brand plans to launch an advertising
campaign targeting gay consumers, company
officials said.
The campaign sprung from a major internal
study at Ford and Jaguar on how to reach gay
consumers, the automaker said.
Ford estimates there are some 14 million
gay and lesbian consumers in the United
States who wield $450 billion in purchasing
power.
"They spend more money on luxury cars
and they have more money to spend," Jaguar
spokesman Simon Sproule said. 'They are
very loyal to brands and organizations that
talk to them in a way that is relevant."
Automobile advertisements aimed at gay
consumers are fairly common in Europe,
Australia and other markets, but are rare in the
United States.
Jaguar, the Ford-owned maker of British
luxury cars, realized in recent years that many
gay consumers were visiting its dealer show-
rooms.
The new campaign builds on previous
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A print ad campaign targeting gay, lesbian and bisexual consumers began running
this month in national gay magazines. The campaign will run through April, Ford
and Jaguar officials said.
28
DECEMBER 20, 2002 DALLAS VOICE
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Vercher, Dennis. Dallas Voice (Dallas, Tex.), Vol. 19, No. 34, Ed. 1 Friday, December 20, 2002, newspaper, December 20, 2002; Dallas, Texas. (https://texashistory.unt.edu/ark:/67531/metapth616282/m1/28/: accessed July 18, 2024), University of North Texas Libraries, The Portal to Texas History, https://texashistory.unt.edu; crediting UNT Libraries Special Collections.