1. Ford announced that it will continue to support gay organizations and gay events in the coming year and beyond.
2. Ford is going to run advertisements in the gay media NOT ONLY promoting the Jaguar and Land Rover brands, but the ads will promote ALL of Fords brands, by name, including Jaguar and Land Rover.
3. Ford states unequivocally that it will continue to tailor its ads for the specific audience it is trying to reach, and then goes one step further. Ford challenges us to keep an eye out on their upcoming ads in order to verify that they will in fact be tailored.
There is no other way to read this than that Ford did the right thing. Whether or not an agreement was reached with the American Family Association - and the AFA has a record of crowing about such "victories" when no such victory occurred - Ford has rectified the real or perceived problem[.]
Obviously, this was as much a political issue as a brand issue, but Ford's response was the right one, both morally and in business terms. With the American auto industry already in dire straits, it would be foolish to alienate a significant number of potential customers at the behest of a group that uses "research" from a hate group as part of its attempt to influence corporate behavior.