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How Subarus Came To Be Seen As Cars For Lesbians

13K views 6 replies 7 participants last post by  eagleeye 
#1 ·
This article in The Atlantic is interesting:


How Subarus Came to Be Seen as Cars for Lesbians - The Atlantic


A snippet of the article follows:


"When the company’s marketers went searching for people willing to pay a premium for all-wheel drive, they identified four core groups who were responsible for half of the company’s American sales: teachers and educators, health-care professionals, IT professionals, and outdoorsy types."


I'm category #3 and a bit of #4. But Subaru added another category:


"Then they discovered a fifth: lesbians. “When we did the research, we found pockets of the country like Northampton, Massachusetts, and Portland, Oregon, where the head of the household would be a single person—and often a woman,” says Tim Bennett, who was the company’s director of advertising at the time. When marketers talked to these customers, they realized these women buying Subarus were lesbian."


So, now you know.
 
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#7 ·
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