ANOTHER Gay advertising controversy? Now it's with BMW

Why, you might ask, are we pointing this out? Car companies like Subaru and Volvo advertise in the gay press all the time. What is the big deal about BMW jumping on the bandwagon?

Unfortunately, BMW is not just another car company whose executives recognize the buying power of GLBT automotive buyers—one of the most affluent, loyal, and influential segments of the consumer-universe. No, there is more to the story.

In the ads, the Z4 makes us yearn for some hard-driving, top-down motoring. But look beyond the gloss and you realize that the ads' placement in GLBT-media outlets is hypocritical. We are not talking about the fact that the ad—which lacks both GLBT-specific text and photography—does not speak loudly and proudly to its target audience. The issue is that BMW advertises its products in the gay press, yet it is not a gay-friendly company. In other words, the executives at BMW North America do not spend money to offer domestic-partner benefits to their GLBT employees, yet, at the same time, they buy ads to target the deep pockets of GLBT consumers.

Full controversy here

Dayton - 3/30/2006 7:04:26 PM

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FIRST: jl...if your comments don't have anything to do with the article, please keep them to yourself.

SECONDLY: I don't understand the statement from the article which states "which lacks both GLBT-specific text and photography". When I look at ads I don't expect them to be specific to my sexuality. I don't understand why this should be any different. I think it's great that BMW advertises to everyone. Isn't the great thing about diversity that everyone is treated equally?

Dayton - 3/30/2006 7:20:47 PM

+1 Boost

Well said!

Steve - 3/30/2006 7:35:33 PM

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Business is business. Doing business with an identifiable groups with which no law precludes doing business (gays and lesbians) just sells more products, and adds to the Bottom Line. Not offering same-sex benefits to same-sex couples when there is no legal precident forcing them to do so, is just a way to save money and adding to the bottom line.

Now let the conspiracy theories and "Big Bad Big Business" gripes flow.

Steve - 3/30/2006 7:35:33 PM

+1 Boost

Business is business. Doing business with an identifiable groups with which no law precludes doing business (gays and lesbians) just sells more products, and adds to the Bottom Line. Not offering same-sex benefits to same-sex couples when there is no legal precident forcing them to do so, is just a way to save money and adding to the bottom line.

Now let the conspiracy theories and "Big Bad Big Business" gripes flow.

MercBasher - 3/30/2006 11:01:17 PM

+1 Boost

Wow I can't believe how many responses there have been to this item already. Clearly there are a lot of folks interested in how BMWs are positioned; or whether a certain vehicle can make you look gay - it can!