When conservatives think about buying American, two names dominate the conversation: Ford and General Motors. These iconic automakers have been staples of the American identity for over a century. But in the age of corporate wokeness, buying American is no longer enough. The question you should be asking is: which one of these companies is less woke with your money?
According to our BuyWokeFree scoring system, Ford Motor scores a 66 out of 100 (Woke) and General Motors scores a 62 out of 100 (Woke). Neither earns a passing grade, but the gap between them matters — and the details are even more revealing.
Ford Motor: Woke Score 66 — The Performative Retreat
In August 2024, Ford made headlines when it announced it would no longer participate in the Human Rights Campaign HRC Corporate Equality Index — the gold standard of LGBTQ+ corporate activism scores. Conservative media celebrated. Anti-woke activist Robby Starbuck claimed credit. For a moment, it looked like Ford was turning the ship around.
Don't be fooled.
Ford's retreat from the HRC survey was a tactical PR move, not a genuine values shift. The company still maintains extensive DEI infrastructure across its global operations. Ford has diversity hiring targets baked into its management structure. Its supplier diversity programs continue funneling contracts based on race and gender criteria. And Ford's ESG commitments — including aggressive net-zero carbon pledges that drive up vehicle costs for everyday Americans — remain firmly intact.
Ford also spent years pushing the EV transition harder than almost any other automaker, betting tens of billions on electric vehicles that most working-class Americans neither want nor can afford. That EV obsession was directly tied to satisfying ESG investors and progressive regulators — not consumers.
Ford DEI Report Card
- HRC Corporate Equality Index: Stopped participating in 2024 (optics win, not a values shift)
- Internal DEI programs: Still active — diversity targets, ERGs, supplier diversity
- ESG commitments: Aggressive net-zero pledges and EV mandates still in place
- Political donations: History of donations to progressive causes and politicians
- BuyWokeFree Woke Score: 66/100
General Motors: Woke Score 62 — Quieter, But Still Woke
General Motors has taken a different approach to the DEI backlash: silence. Rather than making splashy announcements, GM quietly removed "diversity, equity, and inclusion" language from its 2024 annual investor report, substituting it with softer corporate buzzwords. It's the kind of stealth rebranding that looks like progress but changes nothing of substance.
Alongside Disney and PepsiCo, GM was called out for this "quiet DEI deletion" approach — cosmetically scrubbing the vocabulary while preserving every program underneath. GM's employee resource groups are still running. Its diversity hiring pipelines are still active. Its EV commitments and ESG scoring still align it with the progressive corporate establishment.
That said, GM scores 4 points lower than Ford, and there are a few reasons why. GM has been slightly less aggressive in its public-facing progressive activism. It hasn't been as prominent in LGBTQ+ marketing campaigns. And while both companies are deeply invested in the EV push, GM has been somewhat more pragmatic in acknowledging consumer resistance.
GM DEI Report Card
- Annual report language: Removed DEI terminology in 2024 (cosmetic change)
- Internal DEI programs: Still active — ERGs, diversity hiring, supplier diversity mandates
- ESG commitments: Net-zero pledges, Ultium EV platform billions invested
- Pride and activist marketing: Lower profile than Ford but not absent
- BuyWokeFree Woke Score: 62/100
Head-to-Head Comparison
Let's put them side by side:
- HRC / LGBTQ+ Index: Ford dropped it in 2024; GM was never as prominent in it
- DEI Language: Both partially scrubbed it — GM more quietly, Ford more publicly
- Internal DEI Programs: Both still active with ERGs, diversity hiring, and supplier mandates
- ESG / Net-Zero: Both have aggressive, costly commitments still firmly in place
- EV Overcommitment: Both have bet billions on EVs to satisfy ESG investors over consumers
The Verdict: GM Is Marginally Less Woke — But Neither Is a Safe Bet
If you must choose between a Ford and a Chevy, the data says GM is the slightly less woke choice at 62 vs. Ford's 66. But "less woke" at a score of 62 is a bit like saying one speeding ticket is better than two. You're still getting ticketed.
The brutal truth is that both Ford and GM have spent years building DEI bureaucracies, pledging allegiance to ESG frameworks, and cozying up to progressive activists. A few press releases about dropping survey participation or quietly editing an annual report doesn't reverse years of institutional capture. These companies answer to Wall Street investors who demand ESG compliance — and until that changes, their woke scores will remain elevated.
The Bud Light boycott taught corporate America a lesson about consumer power. It's time American car buyers apply the same principle. When Ford and GM see sales data shift based on their political stances, they will change. Until then, your dollars are your most powerful vote.
What Should Conservative Car Buyers Do?
- Check before you buy. Visit BuyWokeFree.com to look up any brand's woke score before making a major purchase.
- Consider alternatives. Many brands — foreign and domestic — score significantly lower on our woke scale. Research your options.
- Support your local dealership. Independent dealers often operate very differently from the corporations whose brands they sell.
- Make noise. Write to corporate. Call the dealership. Let them know your buying decisions are tied to their values. Consumer pressure works.
- Reward genuine change. If either automaker demonstrates real DEI dismantlement — not just language swaps — acknowledge it with your wallet.
The American auto industry built this country. It deserves better than being hijacked by ESG consultants and DEI bureaucrats. Ford and GM have the heritage, the talent, and the infrastructure to lead American manufacturing — if they get out of their own way. Until they do, stay informed, stay selective, and keep your wallet where your values are.