Is brand as important as a gay-friendly environment?

http://www.Gaywheels.com, the sole source of information specifically targeted to and about LGBT car-shoppers, recently announced its analysis of dealer searches by their users. Of the thousands of users that searched for a dealer on http://www.Gaywheels.com, nearly half (48 percent) did not specify a brand for their search. Among those who were searching for a specific brand, the most popular choice was Volkswagen.
"Research has consistently indicated that the LGBT consumer is willing to change their behavior to support gay-friendly businesses," said http://www.Gaywheels.com founder Joe LaMuraglia. "Our consumers' behavior indicates that a gay-friendly buying environment is one of the single most-important factors when gay car shoppers are looking for their next new or used vehicle."
Every dealer in the U.S. is listed in the http://www.Gaywheels.com dealer locator, but dealers who wish to actively pursue the LGBT marketplace have the option to purchase premium listings that allow the user to email the dealer directly, get driving directions to the showroom or visit the dealers' Web site. While http://www.Gaywheels.com does not rate dealers for gay-friendliness, simply advertising to the http://www.Gaywheels.com user is interpreted as being gay-friendly.
The Top 10 Dealer Locator brands list is based on Web site statistics gathered during the first nine months of the year from Gaywheels.com's servers.