Gaywheels.com is the first automotive web site in the United States specifically targeted to the LGBT market. The site provides an LGBT-friendly way to research and buy a car or truck and related services. Users of the site will be able to investigate which automakers and other automotive companies offer domestic partner benefits to their employees, thus qualifying them as "gay-friendly." With that information at hand, they can make an educated choice when beginning the car-buying process.
"Approximately 71 percent of GLBT consumers have said that they want to spend their money with companies that have progressive policies toward their GLBT employees, but don't want to spend a lot of time tracking down the information to help make that choice," said Gaywheels.com founder Joe LaMuraglia. "We gather the information on their behalf, and make it available to them at no charge."
Gaywheels.com is launching publicly with a stint at this year’s L.A. Gay Pride Parade, where it is being sponsored by Scion, a Toyota brand which continues its support of GLBT marketing.
Once the Gaywheels.com site user finds the "gay-friendly factor" for a brand, he or she can send in a lead to a dealer, get a free online insurance quote and apply for a loan - all with business partners that are gay-friendly.
"It is our corporate policy to only work with progressive companies," says LaMuraglia. "We won't partner with or accept advertising from any company that doesn't offer domestic partner benefits for their GLBT employees."
The Human Rights Campaign’s 2010 Corporate Equality Index also rates leading automakers on their LGBT policies. Most earned a perfect 100 including Chrysler, Ford, G.M., Subaru, Toyota, and Volkswagen. Stay away from Nissan (who also makes Infiniti), as it only scored a lousy 50.