Despite conservative consumer backlash against DEI marketing, several automakers have continued with their Pride-focused or ongoing LGBTQ+ efforts.

Ford Motor Co., which made headlines last August after announcing it was withdrawing from the Human Rights Campaign's Corporate Equality Index, continued on as a top sponsor of the Motor City Pride Parade, along with Jeep and General Motors. 

Ford employees and family members marched in the parade carrying giant rainbow letters spelling Ford. 

"We're back at Motor City Pride this weekend, and throughout the month, all employees have the option to participate in a variety of Ford-sponsored Pride events and internal programs around the globe," a Ford spokesperson told The Detroit News. "All our efforts are designed to promote mutual respect and inclusion for every person at Ford."

Jeep had a very visible presence at the parade, which is held in downtown Detroit. 

"Jeep brand will be activating on the ground," a Stellantis spokesperson told Marketing Daily ahead of the event. "We'll have three rainbow-grille-wrapped static vehicles at the event through the weekend, and for the parade on Sunday, there will be six vehicles along the parade route."

Hyundai Motor America doesn’t have any specific activations tied to Pride month, but the automaker says it has “ongoing campaigns targeting a variety of audiences, reflecting the wide range of customers who drive our vehicles, including LGBTQ.”

“We continue to be the presenting sponsor of the GLAAD Media Awards and several multicultural events,” according to a statement from the company. “We also work with LGBTQ content influencers and artists throughout the year.”

BMW of North America is working on a social activation with Antoni Prowski from "Queer Eye," who is currently host of his own show, “No Taste Like Home.” The shoot, taking place in New York, will feature a BMW X5 50e Plug-In Hybrid SUV.

In past years, BMW ran an campaign in celebration of Pride Month and the LGBTQIA+ community, entitled “Driven By Pride,” but that was not a part of this year’s plans, according to a spokesperson. 

A Subaru spokeperson says the automaker has no “formal activations” planned for Pride Month but “as in previous years, our employee LGBTQ+ resource group, Out+Ally, has several activities and events planned throughout the month.”