The 2006 AFA Boycott of Ford

In April 2006, the AFA (American Family Association called for a one-year boycott of Ford Motor  Company, after Ford refused to agree to stop funding the “gay agenda which includes homosexual marriage.” AFA Chairman Don Wildmon stated that “Ford could have easily avoided this boycott had they desired to do so by simply remaining neutral in the cultural battles.” He noted that leaders of 44 pro-family groups urged the company not to take sides when it came to the controversial issue of homosexuality. However, Ford totally rejected the plea of the leaders and publicly announced their continued support of the homosexual groups.
This continued support by Ford was described as the following:

• Donating to gay rights groups 
• Sponsoring gay pride events. For example, generously sponsoring the “family area” in the 2005 Gay Pride Day in Ferndale, Michigan which featured same-sex couples as the heads families.
• Advertising in homosexual media and recruiting gay, lesbian, bisexual and transgender employees and contractors.
• Pushing employees to accept homosexuality, and holding the first automotive conference aimed at bringing diversity to the car industry. 

Over the next six months, the AFA met with three representatives from Ford. The AFA stated that at the last meeting on November 28, Ford agreed to end several programs aimed at marketing to or supporting the Pride Community. However, after this agreement was supposedly made, Ford Corporate executives met with members of the LGBTQ community, and Ford Chairman Bill Ford announced unequivocally that Ford would not agree to the AFA demands, and would continue their strong support of LGBTQ organizations and causes, including same sex marriage.

The AFA’s Wildmon then declared that people should “Call your local Ford dealer as well as dealers for the rest of Ford’s automotive divisions, and let them know you will not buy products from a company which will use some of those profits to undermine marriage, the family and our culture.”

The boycott was officially ended in March 2008. The conservative American Family Association

stated that it ended its two-year boycott of Ford because the automaker met most of the AFA demands, which included ending donations to groups that support same-sex marriage. Ford says it principles hadn't changed. It reduced overall advertising and charitable spending in the years following 2006 because of sales losses in North America. Most industry analysts agree that both Ford's sales losses and spending cuts were likely driven by the general economic and industry downturn and not meaningfully impacted by the AFA Boycott. The comparisons below show the effects of the severe downward trends plaguing the automobile market during that time.

 ENTITY                      2006-2007 % Growth Units Sold     2007-2008 % Growth Units Sold

  US AUTO MARKET         - 2.5%                                                   -17.95%
  FORD                                 -13.6%                                                  -19.5%
  TOYOTA                            + 5.6%                                                  -14.75%
  DODGE                              - 1.9%                                                   -25.9%


In 2008, Ford received its highest rating for gay-friendly policies from the Human Rights Campaign. That rating was based on Ford's anti-discrimination policies and health benefits for domestic partners.

In the end, no one can positively say that the AFA’s boycott hurt Ford. However, since the AFA currently has a distribution of 3.4 million for its email action alerts, I think it is safe to say it probably did affect Ford sales negatively, especially in core community Bible Belt communities. However, that impact was most likely very minor in comparison with the impacts created by the overall economic issues. The real take-away from the actions between 2006 and 2008 is that Ford Motor Company stood firm in its support of the LGBTQ community and for the legalization of same sex marriage, and remains today a clear supporter of the Pride lifestyle and community.