The LGBT+ consumer automotive market: A growing opportunity

Consistent with industry patterns, New York and Los Angeles lead LGBT+ new vehicle registrations, collectively accounting for 10% of all purchases. However, the next tier of LGBT+ automotive markets diverges from traditional expectations. 

Cities like Philadelphia and Detroit—typically ranked 7th and 9th in overall industry volume—emerge as the 3rd and 4th largest LGBT+ consumer automotive markets, respectively.

In terms of vehicle segments, LGBT+ consumer preferences align with the broader market, with compact utility, upper midsize utility, subcompact plus utility and full-size half-ton pickups leading. These four segments account for 56% of LGBT+ new vehicle sales, and each holds a higher market share among LGBT+ consumers than in the general market.

Compact utility vehicles are the top choice, representing nearly one in four new vehicle registrations among LGBT+ buyers—three percentage points above the industry average. Lower midsize utility vehicles also hold a slightly higher share among LGBT+ consumers (4.1%) compared to the industry (3.6%).

With a wide array of options available, LGBT+ consumers tend to prioritize vehicles that offer practicality, style and versatility—often more so than the general population.

At first glance, LGBT+ automotive trends may appear to mirror the broader industry. But a closer look reveals unique preferences and geographic concentrations that set this market apart. LGBT+ consumers often value inclusivity and authenticity, rewarding brands that reflect their values with long-term loyalty and advocacy.

For automotive brands, authentically engaging with the LGBT+ consumer market is more than a gesture of inclusion—it’s a strategic business imperative. Those who lead with awareness, representation and genuine connection stand to gain not only market share but also a stronger, more resilient brand reputation.