Jaguar USA is to target gay, lesbian and bi-sexual car buyers in 2003 with a
new set of adverts to run in gay magazines. The first advert in the set will
show a young man pictured alongside an X Type with a strapline of "Care for
a Partner?"
Jaguar's owners, Ford, estimate that the market is worth $450 million annually.
Whilst it's a first for Jaguar, other manufacturers have focused on the gay
community in the US before. Subaru has advertised for many years in gay
magazines using Martina Navratilova in its ads. One of their billboard adverts
in San Francisco promoting a four wheel drive uses the line "It's not a
choice. It's the way we're built."
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