GayWheels.com has taken issue with the placement in magazines of ads for BMW’s sexy Z4 M Roadster. While other auto companies, like Subaru and Volvo, advertise in such GLBT mags as OUT and Advocate and are respectful to and supportive of the gay community, BMW is just out for some of that plentiful gay cash.
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.
Auto companies has tried to focus a lot on the promotion and influence marketing these days. They are spending a lot on the digital media running cheezy offers like “Valvoline oil change special offer” to grow their car sales. And the best part is that its really working great for them too.