Is Brand as Important as a Gay-Friendly Environment?

Search Criteria Shows Dealer’s Attitude Towards Gays Most Important Factor for LGBT Car Shoppers

Gay consumers often consider proximity of gay-friendly dealership over actual brand of vehicle
River Edge, NJ –, the sole source of information specifically targeted to and about lesbian, gay, bisexual and transgender (LGBT) car-shoppers, today announced its analysis of dealer searches by their users. Of the thousands of users that searched for a dealer on, nearly half (48%) did not specify a brand for their search. Among those who were searching for a specific brand, the most popular choice was Volkswagen.
“Research has consistently indicated that the LGBT consumer is willing to change their behavior to support gay-friendly businesses” said founder Joe LaMuraglia. “Our consumers’ behavior indicates that a gay-friendly buying environment is one of the single most-important factors when gay car shoppers are looking for their next new or used vehicle.” Top 10 Dealer Locator Brands Dealer Locator Search Results

Every dealer in the U.S. is listed in the dealer locator, but dealers who wish to actively pursue the LGBT marketplace have the option to purchase premium listings that allow the user to email the dealer directly, get driving directions to the showroom or visit the dealers’ website. While does not rate dealers for gay-friendliness, simply advertising to the user is interpreted as being gay-friendly.
The Top 10 Dealer Locator brands list is based on website statistics gathered during the first nine months of the year from’s servers.
Launched in 2005, is dedicated to promoting responsible consumerism and affecting change by encouraging car shoppers to patronize gay-friendly companies throughout the vehicle purchase process. Users of the site are able to investigate which automakers and other automotive companies offer domestic partner benefits to their employees, thus qualifying them as “gay-friendly,” plus read general reviews about cars, trucks and SUVs from those manufacturers. With that information at hand, they can make educated choices during the car-buying process. For more information, please visit