Why do gays buy subarus

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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. It was an uncomfortable embrace. It was the mid s, and sales of Subaru cars were in decline. For instance, one ad featured a Subaru with a license plate reading "Xena lvr. But the marketing team quickly discovered that none of the people threatening a boycott had ever bought a Subaru.





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5 Things We Learned From Subaru’s ’90s LGBTQ Ads

Reporter Ron Dicker ably captured some of the cultural confusion that followed: And Stay Out" could refer to exploring the outdoors in a Subaru--or coming out as gay. Read the whole story here. That said, Subaru did not hide its support of gay and lesbian customers. When Subaru marketers talked to these customers, they realized these women buying Subarus were lesbian. This was the type of discovery that the small, struggling automaker was looking for. So they scheduled a meeting with a senior Japanese executive to make the case for domestic partnership benefits.

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Community Rules apply to all content you upload or otherwise submit to this site. Please follow the instructions below to enable JavaScript in your browser. According to Bennett, who is gay, they never faced disrespect within Subaru. Of all the niche groups, lesbians may have exhibited the most fervor. Subaru was not the first company to create advertisements for gay and lesbian consumers, but it was the first major company in the United States to do it so transparently and consistently. Want to write for Priceonomics? It was the mid s, and sales of Subaru cars were in decline.