Now that’s a masterclass on how to shut down homophobic internet trolls who seek refuge behind their phones and keyboards.
When Ford Europe released its new Ford Ranger Raptor in Performance Blue recently, it received a lot of attention but the car company said there was one feedback that stopped it in its tracks.
A social media user, whom the company did not identify, commented in one of Ford’s posts about the new vehicle. That individual was clearly not a fan with its comment’s sarcastic tone.
“Well, that’s a cool car!” the person started. “But that blue color is very Gay!!”
The person then had one request for the car company. “Hey Ford! Paint it in BlackNGold or camo!”
In response to the homophobic comment, Ford Europe posted a video on Twitter with the caption, “‘Very Gay’ was a compliment, right?”
In the video, released in June, just in time for Pride Month, the Performance Blue Raptor is seen given a digital makeover, decked with gold dust paint scheme and rainbow and heart decals. In a statement, the company said the move makes its “position on discriminatory language very clear.”
The video ended with a message that the company is “celebrating 25 years of LGBTQ+ advocacy across Europe.”
But Ford didn’t stop there.
You asked #Ford to make the #VeryGayRaptor a reality… and we heard you.— Ford Europe (@FordEu) August 31, 2021
?️? Our-real life version made its debut at Cologne Pride last week in all its rainbow-adorned glory.@Ford_de #FordRangerRaptor #ColognePride pic.twitter.com/EK8Fh1jLMg
For the Christopher Street Day (Europe’s annual LGBTQ+ celebration) in Cologne, Germany in August, Ford unveiled the actual made-over vehicle in the video and called it “Very Gay Raptor.” The vehicle was used for the whole duration of the ColognePride 2021 (last week of August) and was also part of the event's traditional parade.
According to the car manufacturer, it took 60 working hours with around 30 square meters of foil in the unique rainbow and gold dust to complete the design.
Ford has been a fixture in Cologne’s Christopher Street Day since 1998, in fact, it commemorated its first year of joining the Pride parade by converting a Ford KA small car into a rainbow-colored pick-up truck.
For this year’s Pride in Cologne, both the Ford KA and the “Very Gay Raptor” proudly stood side by side, both a symbol of anti-discrimination and support to the LGBTQ+ community of the company.
A long-time ally of the LGBTQ+ community, the company has a 25-year-old employee network called GLOBE (Gay, Lesbian or Bisexual Employees) that actively helps implement the company’s “Diversity” corporate philosophy in everyday work.
Banner and thumbnail photos from @FordEu on Twitter