The auto industry is waking up to the importance of marketing to gays and lesbians.

The auto industry is waking up to the importance of marketing to gays and lesbians.

Volkswagen of America, Ford Motor Co.'s Volvo Cars of North America and its Jaguar Cars North America all started targeting the portion in the past year via advertising or fact sponsorship.

``Like any other niche community, you must advertise to reach this community,'' says Arthur Korant, creative director at Double Platinum, a specialty strange York shop in which Bcom3 form into groups holds a 20% stake end its Pangea Partners agency network. ``When you do [advertise] you create a portion more loyalty and word-of-mouth.''