It was the mid s, and sales of Subaru cars were in decline. After firing the hip ad agency, Subaru of America changed its approach. Rather than compete directly with Ford, Toyota, and other carmakers that dwarfed Subaru in size, executives decided to return to its old focus on marketing Subaru cars to niche groups—like outdoorsy types who liked that Subaru cars could handle dirt roads. This search for niche groups led Subaru to the 3rd rail of marketing: They discovered that lesbians loved their cars. This was the type of discovery that the small, struggling automaker was looking for. But Subaru had been looking for niche groups like skiers and kayakers—not lesbian couples.
Outward Explainer: What’s With Lesbians and Subarus?
NPR Choice page
Latest Issue. Past Issues. That was the question faced by Subaru of America executives in the s. Rather than fight larger car companies over the same demographic of white, to year-olds living in the suburbs, executives decided to market their cars to niche groups—such as outdoorsy types who liked that Subarus could handle dirt roads.
Top definition. A late model Subaru , typically a wagon , seen being driven by a woman; these vehicles are seemingly often purchased and driven by lesbians. My fiance's freind called yesterday, she said she got hit on by a random hot lesbian- because of her car.
It is a well-know stereotype that the Subaru especially the Forester is seen as a brand for lesbian's. A lot of people may think this is purely people thinking it is stereotype, but you will be wrong. Subaru embraced this in a 90s ad campaign which was an amazing thing to do as not many other companies would have been willing to accept it back then. So, where did it all begin?