Gay by Design, or a Lifestyle Choice?

[Benny Profane]

NYT

April 12, 2007
Gay by Design, or a Lifestyle Choice?

By ALEX WILLIAMS
RON GEREN, an actor in Los Angeles, commutes to auditions and jobs throughout Southern California in a sleek black Mazda MX-5 Miata convertible. But for a recent date with a woman, he rented a Cadillac Escalade because he was so used to friends saying his Miata is “gay.”

“Guys say, ‘Hey, that’s cute,’ ” Mr. Geren, 40, said, adding that the comments come from gay as well as straight men. “You have to fend off that perception.”

A few years ago, Meghan Daum, an op-ed contributor to The Los Angeles Times, wrote about a promising first date with a man that never led to a second one because, she later learned, the guy saw that she drove a Subaru Outback station wagon and concluded she must be a lesbian.

And when Joe LaMuraglia, the founder of Gaywheels.com, an informational site modeled on the likes of Autoweb.com, told his partner he wanted to buy a Mini Cooper convertible, the boyfriend joked that he would not be seen in it because the couple “would look like such a gay cliché,” Mr. LaMuraglia said.

Cars are no more straight or gay than cellphones, office chairs or weed whackers. But in recent years that truism has not stopped a perception among some motorists that certain cars can, in the right context, be statements about a driver’s sexual orientation.

At a time when car makers are marketing aggressively to gay consumers and mainstream culture has become more literate about stereotypically gay tastes through television shows like “Will & Grace” and “The L Word” (on which one of the main characters, Alice, drove a Mini Cooper), it may not be surprising that some people make such assumptions about motorists based on their cars.

Indeed, the extravagant displays of muscle car machismo and sensuous, high-design femininity on display this week at the New York International Auto Show at the Javits Center would seem to cry out for deconstruction along gender- and sexual-identity lines.

But to some people, such stereotyping is homophobia, pure and simple. A poll seeking to determine the most gay automobiles, conducted by a South African Web site, was a topic of heated interest last December on Gizmodo, the New York-based technology blog, where one reader wrote: “Since when are cars gay or straight? We’re really polling people’s prejudices here.”

Others, though, including gay theorists, say many gay motorists happily embrace certain cars as reflections of identity.

“People presume you want to throw off a stereotype,” said Judith Halberstam, a lesbian who is a professor of gender studies at the University of Southern California. She drives a black Mazda 3 hatchback that she considers “butch.” But, she said, “If you are a masculine woman, you might not feel bad about it, so you might become excited about knowing how to fix your pickup, or driving a ’68 Mustang.”

“Not all gays want to present an image that is normative,” she said.

Ramone Johnson is a gay journalist and former Saturn engineer who compiles an annual “Top 10 Gay Cars” list for About.com, which is owned by The New York Times Company. Mr. Johnson said that “traditionally we are used to being defined by others.” Driving a stylish car can be a way of “taking control back” and saying “this is who I am,” he said.

Mr. Johnson maintains that “soft lines” and a “vibrant personality” — say like those on a Volkswagen New Beetle — are typical attributes of a gay man’s car, and fashion-forward red gauges and other styling cues, for example, make the Pontiac G6 more of a gay car than its sibling, the Grand Am, because the features express a taste for freedom and fun.

Neither automobile manufacturers nor dealers compile statistics on the sexual orientation of buyers.

Frank Markus, who is gay and the technical director for Motor Trend magazine, said auto companies tend to associate gay consumers with higher disposable incomes since fewer have children (one reason many are free to opt for less practical cars, like two-seaters or convertibles, as well). Tellingly, when the American Family Association, a conservative Christian group, pressured the Ford Motor Company to pull advertising from gay publications like The Advocate in 2005, the ads were for Land Rover and Jaguar, two high-end brands owned by Ford.

Subaru has been the most prominent company to embrace the gay market. As long ago as 2000, the automaker created advertising campaigns around Martina Navratilova, the gay tennis star, and also used a sales slogan that was a subtle gay-rights message: “It’s not a choice. It’s the way we’re built.” Little wonder that many lesbians refer to their Outbacks as “Lesbarus.”

Even General Motors recently began to include questions about sexual orientation on some internal market surveys, although data are not yet compiled, said Adam Bernard, who tracks the product strategies of G.M.’s competitors and who also coordinates an advocacy group for gay employees at the company called GM Plus. Since 2003, he said, the group has consulted with marketing executives at the company about increasing sales to gay consumers.

Lacking a precise portrait of its gay car buyers, the company still has taken increasing strides to break into this market, Mr. Bernard said, advertising its Cadillac, Saturn and Saab divisions in gay publications and Web sites like PlanetOut.com.

Company executives, he said, do not seem to feel skittish about losing market share among straight consumers if gay buyers suddenly seize on a particular model. “I don’t think internally we ever asked the question, ‘If we put Cadillac in The Advocate, are we going to lose straight Cadillac buyers?’ ”

“Frankly,” he added, “the money’s all the same color.”

Mr. Markus of Motor Trend said clichés about gay drivers tend to collapse on close inspection, like the gay man who is a “gym bunny” and gravitates toward Jeeps and convertibles “to show off his hot body.” But, he added, “If you could actually push a button and see what every gay person drives, it’s probably not too different from what the average person drives, but it might skew higher in price.”

On Gaywheels.com, one indicator of actual gay buying trends is the list of vehicles most frequently researched. As of last October, the Toyota Yaris, a $12,000 economy car, led that list, followed by the Toyota Camry, which was the No. 3-selling car in America last year.

It would be hard to find a more conventional automobile.

[smmokan]

That's so true in a lot of big cities on the east coast (in my experience)... guys that drive a certain car (Miata, Eclipse, etc) are definitely seen as gay.

Out here in Colorado, its a little different... cars are bought more for function, not image. If you drive a Subaru, its because you want the all-wheel drive and the functionality, not because you like to munch carpets.

[BigAirSkier1580]

Hah, that is ridiculous. My friend drives an '06 Mazdaspeed Miata. He looooves the vag and tits, which in turn love the car as well. So it works well. He drives it because it is quick, and fun as hell to drive.

Such a retarded article.

[telepariah]

I am a lesbian and I don't care who knows it.

[Staggerwing]

Despite 3 kids and a wife, I must secretly be gay. It's the Escalade driver I look down upon; not the Miata or Subaru pilots.

Seems like the kind of article the big 3 would love for the public to take to heart.

[BeanDip4All]

gives new meaning to the term "cruising"

[TeleHoar]

1) Best Car for the Gay Professional
2006 BMW 5 Series Sedan

I was a skeptic when BMW unveiled a new style direction for arguably the best midsize sedan on the planet. However, as with all things forward-thinking, once a look and feel has been perfected, it's time to push the envelope again. This car embodies the essence of today's gay man.

2) Best Car for the New Gay Family
2006 Saab 9-5 Wagon

Saab began as a jet engine company until it's side gig in the auto industry put it on the household map. It's often quirky design and features make it a true enthusiasts ride. The 9-5 isn't your traditional boring cruiser and even in the SportCombi Wagon version onlookers see the driver as one who desires unique style. The Saab 9-5 is an individual that refuses to follow the pack, just like the new gay dad and his family.
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3) Best Dragwagon
2006 Kia Sorento

The Korean automaker has figured out a way to give top-dollar value in a package that won't rip your pocket. Kind of like a drag show- all that entertainment for a couple of bucks in tips. Plus, drag queens need an economical, but classy ride with optimal space for all their gear. That way they can spend those bills on costumes instead of high monthly payments. The 2006 Kia Sportage is the perfect solution and this year's top dragwagon.

4) Most Likely Down Low Cruiser
2006 Chevrolet Impala

Of course you can't tell a down low man by his car, but it sure seems like all the ones I know have the same dealership connection. Impala driver's seats can be seen leaning far back with just enough visibility to cruise the passing cars. Chevy's midsize isn't flashy so look closely to see the quality and refined styling of the otherwise discrete sedan.

5) Best Twinkmobile
2006 Mini Cooper

The Mini Cooper is annoyingly small to some, but simply irresistible to others. The cult classic from the BMW group means fun for anyone who sits behind the wheel (and passengers too). The Mini may look tiny on the outside, but there is a surprising amount of depth on the inside. Thanks to it's great handling, fast engine and fun ride, the Mini Cooper is our Best Twinkmobile winner.

6) Best Ride for the Trendy Gay Man
2006 Honda Element

The Element was made for the young, active and versatile. Freshened for its forth year, most of the plastic side molding has been removed for a more upscale look. The same people that wonder what kind of car this oddly shaped vehicle is, can't help but respect (or even envy) the driver. The mammoth interior is easily accessible with an intelligent tug on the suicide doors. It's just unique enough to satisfy the trendy in all of us.

7) Best Ride for the Trendy Gay Man (Urban)
2006 Chrysler 300C

I'd like to say DCX had no idea what an impact the 300 would have on the auto industry, American styling and bottom line of West Coast Customs, but I'm sure they did! This car is just hot and so is the trendy urban gay man that drives it. It's broad stance, chrome grill and "get out of the way" attitude has redefined the American sedan.

8) Best Retail Queen Carriage
2006 Pontiac G6

We've all seen 'em. We've identified our goal, mapped out our destination and may even be excited about the journey until we hear a high pitched voice that takes all the enjoyment out of the ride. "Can I help you?" it says from thin air. You tell them you're just looking, but they never seem to completely go away. We all appreciate the styling effort, but in the mall or on the road, the retail queen and the G6 are just in the way!

9) Best Lesbian Moving Van
2006 Subaru Outback

Subaru pumps a lot of money into gay advertising and their efforts have paid off with our sister's in queerness. This crossover wagon is versatile enough to accommodate a wide range of haulers. There's plenty of space for the cat cage and those boxes that can't fit in the storage bin. The Outback is a long-running lesbian champion.

10) Queerest Car
2006 Ford Focus

By it's position and title you may think the Queerest Car of 2006 is a good thing. To the contrary, it's usually an entry level vehicle frequently driven by gay men on a budget. (Translation: I just need a car to get from work to the bar to home.) Saving a dime can be cool too, but must styling be sacrificed? I surveyed many gay men to find the queerest car of 2006 and they all turned their nose up a the same vehicle- the 2006 Ford Focus.

Gay cars:






Squatch's car:

[BigAirSkier1580]

I feel dumber for having read that list.

[The AD]

I think the PT Cruiser should get a permanent spot in the gay car hall of fame.

[Free Range Lobster]

9) Best Lesbian Moving Van
2006 Subaru Outback

Subaru pumps a lot of money into gay advertising and their efforts have paid off with our sister's in queerness. This crossover wagon is versatile enough to accommodate a wide range of haulers. There's plenty of space for the cat cage and those boxes that can't fit in the storage bin. The Outback is a long-running lesbian champion.

Its the forester, not the outback.

[road trip]

Friend had bought a VW Cabriolet in 1999 and had no idea. We busted on him visciously.

He gradually evolved to calling it his wife's car.

[Tippster]

Dude. It has a built-in VASE. VW was famous for one of the first Chick-mobiles, the Golf Cabriolet.

Your friend is either very dense or living a lie.

[Benny Profane]

or he never saw Annie Hall, where it all started.

[road trip]

He's a beach guy... and I think he was under the impression that it was SoCal surfer cool or something.

(although, the Cabriolet didn't have the vase, right? That was the bug me thinks)

[tromano]

After reading this article,I guess we should make all car buying decisions based on personal styling and never based on frivolous extras like performance, economy, suitability for a particular purpose...