Jalopnik and Stick Shift contributor Brett Berk recently stated that cars bought by trendsetting LGBT consumers tend to become hits in the general population. Does this mean that if we all go out and start buying Kia Rios that the rest of the world will follow?
He cites quantitive statistics from the research firm Strategic Vision to state that cars like the Hyundai Sonata, new VW Jetta, and Nissan Juke all had greater sales among LGBTs before they gained mass popularity. Though we’re curious how Strategic Vision got its data. The last time a car salesman asked us about our sexual orientation, we ended up acting out a scene from Auto Lube 4 (one of Rick Perry’s favorites).
Here’s what Burk had to say:
As the (ahem) poof in the pudding, they cite a number of vehicles that we gays have gone Gaga for, that have subsequently found mass popularity with the rest of you. It includes current sales hits like the Hyundai Sonata (21% more popular with LGBT than non-LGBT consumers), new VW Jetta (71% more popular), and Nissan Juke (181% more popular).
So what pings these consumers’ trendsetting gaydars? Features like environmental friendliness (31% more important to LGBT consumers than non-), interior accessories (37% more important), innovative audio/video systems (48% more important), and a unique and differentiating appearance (50% more important) — though in the case of this last feature, someone ought to alert the new Jetta. Also, prestige (24% more important): the whiff of brand slut distinction that marques like BMW, Subaru, and Nissan have apparently succeeded in baking into their cars, compared to others in the segment. The gays are also impulse buyers, and are 30% more likely than an average consumer to purchase a vehicle on a whim after seeing one that caught their attention.
He goes onto wonder whether gays just tend to pick bland cars that become popular or whether gay tastes have just become mainstream auto design features. We’re gonna go with a third choice, that gays lacking kids and hungry for innovation tend to buy new cars first and that many of those new cars are as exciting as vanilla pudding.