Pride in motion: Driving change for LGBTQ+ communities in UK automotive

Up until very recently, vehicle advertising was dominated by heterosexual ideologies, often with scenes that depicted a confident, straight man behind the wheel, seldom a figure who reflects the full spectrum of modern identity. But, thanks to a select number of forward-thinking organisations in the sector, certain OEMs have begun to pave the way for a more inclusive marketing landscape. 

In an era where authenticity sells, it’s becoming essential for OEMs to begin to shift away from traditional norms and become more inclusive goes for the wider industry ecosystem as a whole. 

Moving the needle in automotive 

While there’s work still to be done, it’s worth shining the spotlight on organisations that champion inclusion and allyship in our industry. Driving Pride, a sector-wide LGBTQ+ initiative, encourages OEMs to foster visibility and community within the industry. Some of the organisations doing this well are the likes of Ford and Jaguar Land Rover; actively committing to driving an industry that reflects the modern society we serve.  

For OEMs, especially in a volatile, cancel culture-fuelled society, it’s a fine balance between authentic inclusivity, and simply being classified as woke. One brand that managed to achieve this was Renault with their 2019 Clio ad campaign.  

Commenting on the campaign, Adam Wood, then-Marketing Director at Renault UK (now Managing Director) said: “We wanted to humanise and celebrate, not just thirty years of progress of the Renault Clio, but also the progress made within culture, society and life in that time.” 

Brands such as BMW have also highlighted their diversity commitment within the company and through partnerships such as the Pride Network and the Proud at Work Foundation.    

Meanwhile in motorsport, Racing Pride, which was established in 2019, works in partnership with Stonewall to secure partnerships with organisations such as Aston Martin F1 to elevate LGBTQ+ inclusion in a traditionally conservative sector. 

With each brand actively seeking to deconstruct an outdated narrative of who belongs in both the driver’s seat and, in turn, in industry leadership, we’re slowly moving the needle towards a fairer, more inclusive motor trade sector.  

Workplace realities: UK LGBTQ+ employees in automotive and beyond 

Arguably, it isn’t just the automotive sector that falls short in terms of Diversity, Equity, and Inclusion (DE&I). According to Stonewall, almost 40% of LGBTQ+ employees still hide their identities. And, understandably so, at a time when over a third of employees (36%) have heard discriminatory comments made about an LGBTQ+ colleague.  

There’s a clear disparity between straight employees and queer workers in regards to faith in their employer’s support and inclusion. Just 39% of LGBTQ+ employees believe their organisation is committed to DE&I, compared to 63% of heterosexual men and 55% of heterosexual women. 

Towards an inclusive culture: Cross-community accountability 

Improving LGBTQ+ inclusion often also benefits other underrepresented groups. For example, the Automotive 30% Club aims to achieve at least 30% female representation in key roles, offering a model for target-driven diversity goals. Combined with employee networks like KeyShift, Keyloop’s Women’s ERG (employee resource group), and Deloitte’s Women at the Wheel, which promotes mentorship and advocacy, there’s a growing momentum for intersectional inclusion throughout the sector. 

Closing the Gap: Keyloop’s DE&I in Action 

Whether it’s a forward-thinking approach to gender transition support, our inclusive hiring process, or shared parental leave, we’re dedicated to building more inclusive policies so that we welcome everyone, regardless of orientation, race, gender, or background.  

As part of our Driving Pride involvement, our DE&I strategy prioritises building safe spaces where LGBTQ+ voices shape policy and culture. 

Here are some of our key learnings from the Driving Pride webinar: 

• The critical importance of employee networks to shape D&I strategies and offer peer support. 

• Visible allyship from leadership drives cultural change and psychological safety. 

• DE&I efforts must be embedded systemically, not treated as one-off or symbolic gestures. 

• Collaboration across ERGs, HR, leadership, and external partners is essential in sustaining progress. 

• Careful language and communication, including inclusive job listings and policy statements, significantly impact LGBTQ+ employee trust and belonging.  

Beyond internal practices, Keyloop is actively creating industry-wide inclusion initiatives. We recently hosted a collaborative event in partnership with Carwow at Keyloop’s head office in Reading, gathering voices across retailers, OEMs, and advocates to support LGBTQ+ inclusion. The session featured an influential panel, including our very own Caz Meech, Carwow’s Ben Crawford, along with Nat Seel (Group 1), Benjamin McCormick (Bentley), and Dan Hayman (Reading Pride), alongside a keynote from industry powerhouse Steph Booth and networking opportunities geared toward empowering LGBTQ+ professionals in automotive careers.  

We’ve also taken tangible steps beyond the internal environment: On 30 August, Keyloop proudly served as a key sponsor of Reading Pride. This was our fourth year as an official sponsor, with our teams coming together to volunteer be part of the day. Whether part of the LGBTQ+ community or allies, Keyloopers joined the parade, standing united for improved representation, inclusion, and diversity in both automotive and wider society.  

Driving diversity forward  

Change won’t happen overnight, and we still have a way to go, but with influential industry initiatives gaining momentum, we have faith that we’ll achieve a stronger representation of the community in leadership roles in the coming years. The LGBTQ+ community represent a significant and influential portion of the consumer base we serve as an industry. At Keyloop, we’re championing authentic representation in marketing, stronger corporate policies, active and empowered networks, and visible allyship. We’re dedicated to helping drive that change, educating our team and the wider industry on the importance of inclusion and how we can best support our LGBTQ+ colleagues, partners, and customers.