Who Do They Think Buys These Cars?
By Keith Boykin, in sexuality
Wednesday, December 14 2005, 10:22AM
I have a long history with Ford Motor Company. Jaguar has always been dear to my heart. My last car, a 1985 Jaguar XJ-6 (pictured on the right), was my favorite car in the world. It had just 42,000 miles on it when I sold it a year ago. I didn't like it when Ford took over the British automaker that produced Jaguar, but I got used to it.
A few years ago, I visited the Ford Motor Company headquarters in Michigan and gave a speech to executives on diversity in the workplace. A college classmate was a senior executive at Ford and he personally walked me through the sprawling complex and even showed me some fancy new models in the works (see the other photo above).
About two months ago, I changed the desktop image on my computer when I spotted a beautiful new 2007 Jaguar XK that I would love to get. I found the ad in a gay magazine, went to the Jaguar website and designed my own dream car. So imagine my surprise when I learned that Ford had recently pulled its advertisement in gay publications in the face of a boycott threat from the ultraconservative American Family Association.
Ford knows better. I know because I met with some of the executives myself when I spoke about diversity. And I know because they had the good sense to advertise in LGBT publications in the first place. And they know because they are feeling the pressure from LGBT activists and leaders, who sat down with executives of Ford on Monday to discuss the company's recent decision.
All these facts raises a question. Just who does Ford think is buying its luxury cars anyway? I hate to traffic in stereotypes, but let's be honest. I don't think the evangelicals in Mississippi are buying up a lot of Jaguars. But LGBT urban dwellers in Los Angeles and New York certainly might be.
If Ford wants to get serious about diversity and reaching new consumers, then it has to treat its minority consumers as well as the majority, and it can't cave into pressure from conservatives. Imagine the reaction from African Americans if Ford had bowed to pressure from racist groups who wanted it to pull ads from black magazines? That's the way gays and lesbians feel about Ford's decision about LGBT publications. It's a slap in the face to the gay community.
Ford knows better. Now it's time to do better.
Editor's Note: Ford has apparently changed course. In a letter sent to the National Black Justice Coalition and other organizations today, Ford announced that it would continue Jaguar and Land Rover advertisements in LGBT publications. (12/14/2005, 7:20 p.m.)
Comments conceal
Mel Smith
December 14 2005, 10:50AM
I'm a huge Jaguar fan and Ford definitely should not associate with a prejudice group such as the American Family Association. They have a cute or professional name, but they only represent straight families, and they have heterosexist and anti gay views. Also, Keith, since Ford took over Jaguar, the reliability ratings has increased greatly. The new XJ's are more reliable than the other European sudans. Jaguars are still British made automobiles. Ford just owns the company.
Tandy
December 14 2005, 12:18PM
Regarding the title. Ford knows that the majority people in Mississippi and the Sgouthern regions are not buying the Ford luxury models. However, they are buying the SUVs, Pickups, and mid-size cars that price point profit higher than those luxury models. Take a look that the sales figures for Ford as compared to the Volvo, Jag, and Land Rover branding. They are afraid to lose that customer base.
Kenneth Winfrey
December 14 2005, 12:44PM
If the question is: Do they a.) appeal to a group like American Family that probably represent the sentiments of most people in general, at least to some degree, or b.) take a stand to represent the interests of a small segment of the population who may or may not represent a significant portion of a customer base. Unfortunately, a.) is the likely response without a doubt.
It isn't the most "activist" thing to do, but it is a sound business decision. Which has more money, gay peole or the rest of society? Don't get me wrong, taking such action in deference to anti-gay organizations is nothing to celebrate, but I think it is worth celebrating that Ford promotes diversity in the workplace.
So what if gay publications won't make money from Jaguar advertising? Only Jaguar and the publications would really stand to benefit anyway. After all, plenty of gay people who can afford to will still buy Jaguars whether they see ads in gay publications or venues or not. I look back on the frist Cadillac ads in Black publications with the same mixed emotion. On one hand, the magazines made money off giving them an opportunity to harvest our dollars. On the other, it was great to finally be recognized as consumers. Yet, I'd rather have first seen an article in Ebony about Cadillac hiring Black executives, or something like that that was more beneficial to all of us.
Jeff Hobbs
December 14 2005, 1:39PM
Oh God and i drive a Ford product. Just my luck. UGH!!
SpicyPimp
December 14 2005, 2:24PM
Well stated, Mr. Winfrey. Ford is losing money left and right so why not get the AFA off of their backs and save money without damaging themselves in the respect to human resources? It is indeed a sound business decision. The most important aspect is already in place: workplace diversity.
Tom
December 14 2005, 3:13PM
The AFA is not 'the rest of society.' Their legion is actually quite small compared to the total of LGBT people in America. When they bombard TV networks about content, it's usually a few hundred members writing a million form letters. For example, the Janet Jackson controversy? 150 complaints. All of which were written/generated by 5 people. (I got this info from the FCC's own investigation report, a report very few journalists bothered to talk about. I had to initially hear about it on freakin Howard Stern!)
So caving to the AFA on this is akin to caving to the PETA over advertising in Furrier Monthly. Just plain stupid.
Liquid Fonts
December 14 2005, 4:32PM
Keith, I was just admiring the very same car ad in the Advocate over the weekend with that Robert Gant look alike getting in/out of the jag with them big ole sun glasses on. Shame on Ford !!! Shame on Ford !!! Even if we dont purchase, we notice.
Liquid Fonts
December 14 2005, 4:37PM
Keith,
I was just admiring the very same car ad in the Advocate over the weekend with that Robert Gant look alike getting in/out of the jag with them big ole sun glasses on. Shame on Ford !!! Shame on Ford !!! Even if we dont purchase, we notice.
Forever Barri
December 14 2005, 4:49PM
Why do we expect anytype of "business" that thrives on financial goals and numbers to take up for anytype of minority? The Ford corporation is an American business. I'm sure that their marketing team, as well as their board of directors made what they feel is the "best" financial decision for their set goals. We as consumers have the right to patronize Fords' products or give our business to some other worthy company. Besides, we still see Ford products in television commercials. Who buys cars based on what they see in gay magazines anyway? I guess somebody does. Just my take on it.
Laura
December 14 2005, 6:59PM
"Take a look that the sales figures for Ford as compared to the Volvo, Jag, and Land Rover branding. They are afraid to lose that customer base."
they win either way, since they also now own Land Rover and Volvo cars division.
Keith Boykin
December 14 2005, 7:22PM
Breaking News: Ford has changed course. In a letter sent to the National Black Justice Coalition and other organizations today, Ford announced that it would continue Jaguar and Land Rover advertisements in LGBT publications.
Visit the link below to read the actual letter.
http://media.ford.com/article_display.cfm?article_id=22205&make_id=trust
Bklynbro
December 14 2005, 9:53PM
Keith - considering the fact that you have always been "more gay" than "Black" I guess it doesn't, or won't, matter that Ford has always and continues to be a strong supporter of Black business.
Are there any Black gay owned dealerships? Perhaps you should start one.
cmoney
December 14 2005, 10:26PM
Maybe there is a Ford in my future. I see they finally figured out that white trash doesn't buy European luxury cars. I once owned a Ford SUV and, despite the horrible gas mileage, it was one of the best vehicles I've ever owned in terms of reliability (believe it or not!). I'm back to Japanese cars now and I don't know that I would take a chance on a European car, but if I did, I would at least give Ford products a chance. Advertising and good public relations do work, otherwise, city folk like myself wouldn't buy oversized SUV's. It is important that corporate America recognize that gays do have money and often spend it foolishly like everyone else. It's also important for us to support those that support our institutions.
Demerese
December 15 2005, 9:04AM
Amazing that Ford has not heeded the lessions that the Florida Orange growers learned in the late 70's, by siding with Anita Bryant.
ol Henry was quite the outspoken bigot in his day...it would appear than FORD maintains some of Henry reactionary ideals.
I personally went into my local Jaguar dealership and cancelled my XK order. I then sent a letter to Ford on my stationary. I have since moved to a BMW 6, not as sensually sexy as an XK....but not a publicly reactionary company either.
Demerese
Liquid Fonts
December 15 2005, 9:50AM
Bklynbro, I dont know where you are coming from refering to Boykin or any black gay person who speaks up for and seeks to protects the rights of his/her community as someone who chooses " gay " over "black". You apparently choose to ignore the reality that black gays have to fight race based discrimination from mainstream society And anti- gay hate, violence and discrimination from members of our own black communities, churches, and schools concurrently. Being a black homosexual however does not imply a decrease in sympathy or identity with the black community as we as black gays experience the "collective experiences" that all other black folks experience. Why dont you focus on creating ways to bridge the gap between black (gay and lesbian bisexual and transgendered) who are excluded from the realm of "black identity" as defined by black hypocritical anti-gay politicians preachers and culture icons who esteem you with the audacity to come on here signifying this outrageous bs and then report back to us the results you f***ing Ass !! You've got some nerve.
Jldonnell
December 15 2005, 10:59AM
Well, the only thing I used to drive was a Ford, but I don't know now.
Texas76132
December 15 2005, 11:42AM
I completely agree with Liquid Fonts.
This Black gay male will no longer tolerate disrespect from anyone, including my own Black Brothers. To suggest that us Black gays focus on our "Blackness"instead of who we are as whole people is asinine. We know that we're Black. All we have to do is look in the mirror and walk out the door. The world tells us that. Do not play that race card on us. And do not tell us to suck it up and sacrifice who we are for the "cause" because we're Black. You don't.
I am sick and tired of straight Black people suggesting that we deny who we are and remain asexual people with no life while they talk about their lives wives, husbands, etc. No to mention their sins and miss-behavior. It's time for them to build and bridge with us and understand and respect us gays. Until they can do that, f*ck them. No more apologies from me.
Joe
December 15 2005, 12:58PM
We win! No more ban, according to this article
http://www.nytimes.com/2005/12/15/business/media/15ford.html
mr
December 15 2005, 2:01PM
Lol. Some people say the stupidest shit. Texas76132 is right. Boykin has to look in the mirror everyday and while he could have tried to deny or hide his sexuality, he can never escape what race he is. Not to mention if you look at the site most of the articles are targeted to African Americans. There are plenty of people to speak up for African American issues, how many are really speaking out on issues that affect Gay (same gender loving etc.) African Americans?
And even if the other statements I made weren't true, what are we really trying to say here? As long as it is some other minority being discriminated against, oppressed or mistreated, let us just shut our mouths because we may be profiting from the people who are disrespecting others? How will we as a human race ever move forward as long as we are willing to let other people get screwed so we can have our car dealerships? What would have happened if no one spoke up when companies were pressured not to print in Black magazines back in the day? Would we still have an Ebony Magazine or a JET Magazine without the ad sales to sustain them?
Finally, if you really think we need a Black Gay owned car dealership, why don't you start one instead of telling others to do so?
FRE.
December 15 2005, 3:33PM
No one who fails to stand up for others who face unfair discrimination has a right to complain if he / she is discriminated against. We all share the same world. Thus, white people like me MUST stand firmly against racial discrimination. Non-gay persons MUST stand firmly against discrimination based on sexual orientation. Christians MUST stand firmly against discrimination against non-Christians.
Moreover, there is no reason that everyone in a minority group should act alike, listen to the same type of music, etc. etc. It is ludicrous for black people, who know first hand what it is like to face racial discrimination, to criticize other blacks for not speaking “black” English or for listening to classical music. But that’s the history of discrimination.
Some of the early immigrants to America came to escape religious persecution, so what did they do upon arrival? At the first opportunity, they discriminated against others on the basis of religion.
History repeats itself, but seldom exactly. Thus, when black people criticize other blacks for not being black enough, they are repeating history. Moreover, they are also forfeiting the right to complain if they are discriminated against.
Laura
December 15 2005, 5:25PM
"Thus, when black people criticize other blacks for not being black enough, they are repeating history."
i agree. i've had it with these b.s. who's-blacker authenticity, or any other kind of narrow, selective nationalist, fundamentalist, Black Essentialism games. because that is exactly what it is: a game that belongs in the sandbox at recess.
so let 'em come get me.
Bklynbro
December 18 2005, 9:14PM
Whatever, Liquid Fonts - obviously you didn't understand what I was getting at. Oh, well...
Bklynbro
December 18 2005, 9:18PM
Laura - please. Obviously, you didn't understand what I was getting at either. Yawn. Oh well....
E-RED
December 20 2005, 12:17AM
Demerese, you're right. Ford has a rather short, orange-less memory. Kudos to you for the cancellation!
However, I must disagree with your take on sexuality. My first car was a Ford. My next 3 cars have been BMWs. The only boyfriend prospect I had while driving a Ford was a female undercover lesbian. Now that I'm behind the wheel of a 5-series ... boyfriend prospects linger! (*laff*) So I must say that BMWs are far more "sensually sexy" than any Ford ever made.
Again, congrats on the cancellation. I don't think you'll be disappointed one bit in your 6-series.
Laura
December 20 2005, 5:41PM
"Laura - please. Obviously, you didn't understand what I was getting at either. Yawn. Oh well...."
like i said, bklynbro, come get me, i don't play Black Authenticity.
or, you can just stay over there and play blacker-than-thou with yourself, doesn't matter.