Have you ever heard the joke about what a lesbian brings on a second date? A U-Haul. And what does she drive? A Subaru.
This connection between the Subaru brand and the lesbian community is a well-known cultural stereotype. It’s a piece of trivia that feels like it has always existed. But it wasn’t an accident or a coincidence.
The “Subaru Lesbian Car” stereotype is the direct result of a pioneering and deliberate niche marketing campaign launched by Subaru in the mid-1990s. This deep dive will uncover the complete marketing history, from a brand facing an identity crisis to a company that became a cultural icon by bravely connecting with an overlooked community.
Key Facts
- It Was a Deliberate Strategy: The connection was not a coincidence but the result of a data-driven marketing plan to save a struggling brand by targeting loyal, underserved niche markets.
- Data-Driven Discovery: Market research in the 1990s found that lesbians were four times more likely than the average consumer to be buying Subaru cars, even before any targeted advertising.
- Pioneering “Coded” Ads: Subaru was the first automaker to create a national ad campaign specifically for lesbians, using subtle “in-group” cues that the target audience would understand.
- Authenticity Was Crucial: The campaign’s success was cemented by genuine corporate actions, like offering domestic partnership benefits, which built lasting trust beyond just advertising.
- Proven Business Success: The strategy is credited with reversing Subaru’s sales slump in the mid-90s and cultivating one of the most intensely loyal customer bases in the automotive industry.
Why Did Subaru Become The “Lesbian Car”?
The association between Subaru and the lesbian community was not a random cultural quirk but the result of a deliberate, data-driven, and pioneering niche marketing campaign. Facing struggling sales in the mid-1990s, Subaru of America conducted market research that identified lesbians as a highly loyal and untapped customer base. They then launched a groundbreaking series of “coded” print advertisements with subtle cues that resonated deeply with the community, building a lasting cultural connection that turned the brand into an icon. This is the story of how that risky, brilliant strategy happened.
But to understand the genius of the move, you first have to understand the problem Subaru was facing. This wasn’t just a clever idea; for the brand, it was a matter of survival.
Why Did Subaru Need a Niche Market in the 1990s?
In the early 1990s, Subaru of America was experiencing an identity crisis and slumping sales. The brand was a small player in the massive U.S. automotive market, with a limited marketing budget that made it impossible to compete head-to-head with giants like Ford, Toyota, and Honda. Their cars were reliable and featured all-wheel drive, but they lacked a clear brand identity to attract a consistent following.
Struggling to define itself, Subaru was getting lost in the noise. It was a classic business problem: differentiate or die. They couldn’t afford to be a car for everyone, because that meant they were the first choice for no one.
The company’s leadership realized that mass-market advertising was a losing game. Their only path forward was to stop trying to compete for the attention of the entire country and instead find small, loyal groups of customers who were being overlooked by other automakers. They needed to find a niche market—or several—and become their indispensable car brand.
How Did Subaru Discover Lesbians as a Core Audience?
Through extensive market research in the mid-1990s, Subaru identified five core niche consumer groups that were highly loyal to the brand. Teaming up with the ad agency Mulryan/Nash, which specialized in marketing to the gay and lesbian community, they uncovered a surprising list of devotees: educators, healthcare professionals, IT professionals, outdoorsy types, and lesbians.
The data on the lesbian community was particularly striking. Research found they were four times more likely than the average consumer to already be buying Subaru cars. This wasn’t a market they had to create; it was a market that had already found them.
This pre-existing product-market fit was key. Lesbians were already drawn to the cars for their practicality, reliability, and understated design. Subarus weren’t flashy, they were dependable. They were perfect for an independent, active, and outdoorsy lifestyle, whether that meant hauling camping gear or navigating snowy roads. The market research simply put a name and a number to a phenomenon that was already happening organically. This discovery was the pivotal moment that set the stage for one of advertising’s most famous and successful campaigns.
What Did Subaru’s “Coded” Lesbian Ads Actually Look Like?
Subaru’s campaign used “coded” ads, a tactic also known as “gay vague” advertising, featuring subtle messages and in-group signals aimed directly at lesbians. The genius of this approach was that the target audience would understand the message immediately, creating an inside joke and a powerful feeling of being “seen,” while the ads would appear perfectly innocuous to a mainstream audience.
This allowed Subaru to connect authentically with a specific demographic without triggering a major controversy in the less-accepting climate of the 1990s. The ads weren’t just about selling cars; they were about acknowledging a community.
Here are some of the clever ways they sent their message:
- Clever License Plates: Vanity license plates were a favorite tool, often featuring text that only certain viewers would get.
- Vague Slogans: Taglines were crafted with intentional double meanings that could be read in two very different ways.
- All-Women Casting: Ads frequently featured two women in contexts that strongly implied a relationship, such as going on a road trip or moving in together.
How Did License Plates Send a Secret Message?
The use of vanity license plates was one of the most direct and clever in-group signals. For example, one famous ad for a Subaru Forester featured the license plate “XENA LVR.” In the 1990s, the TV show Xena: Warrior Princess had a massive lesbian following, and the title character was a widely acknowledged lesbian icon. For those in the know, this license plate was an unmistakable shout-out.
Another popular ad featured a Subaru Outback with the plate “P-TOWN.” This was a clear reference to Provincetown, Massachusetts, a famous and popular vacation destination for the LGBTQ+ community. By placing these cultural references directly in their ads, Subaru was speaking the community’s language.
What Did Taglines Like “Get Out. And Stay Out.” Really Mean?
The ad copy was just as smart as the visuals. Subaru’s slogans often worked on two levels, using a literary device known as a double entendre.
The tagline “Get Out. And Stay Out.” is a perfect example. To a mainstream consumer, it was an invitation to explore the great outdoors—a message that fit perfectly with Subaru’s all-wheel-drive capability. But to a queer audience, the phrase “coming out” had a profound and specific meaning. The slogan could easily be interpreted as a message of empowerment: come out of the closet and live your life openly.
Another powerful slogan was, “It’s Not a Choice. It’s the Way We’re Built.” On the surface, it referred to the engineering of a Subaru. Underneath, it directly echoed the language of the gay rights movement, which argued that sexual orientation is an innate part of a person’s identity, not a choice.
How Did Subaru Build Authentic Trust Beyond Just Ads?
Subaru built authentic trust by backing its advertising with concrete corporate actions that demonstrated a genuine commitment to the LGBTQ+ community. The company understood that true allyship required more than just clever ads; it required tangible support. This is what separated their campaign from superficial “rainbow-washing” and created such intense brand loyalty.
Their actions went far beyond the marketing department. Subaru became an active and visible corporate ally. They sponsored LGBTQ+ events and causes, becoming a familiar presence at Pride parades. They also hired Martina Navratilova, an openly gay tennis superstar, to appear in their mainstream ad campaigns, further normalizing their connection to the community.
Perhaps most importantly, Subaru put its values into practice internally. It became one of the first car companies in the United States to offer domestic partnership benefits to its employees. This move, which happened in the early 2000s, was a powerful signal that their support for the community was not just a marketing ploy but was embedded in their corporate culture.
What Was the Impact of Subaru’s Groundbreaking Campaign?
The campaign was a massive success, helping to reverse Subaru’s sales decline and cultivating one of the most loyal customer bases in the auto industry. The bold strategy paid off handsomely, both financially and culturally. The sales slump of the early 90s ended, and the brand began a period of sustained growth that would continue for decades.
The campaign created what marketing experts call a “brand fortress.” By becoming the undisputed car of choice for a specific, loyal demographic, Subaru made itself nearly immune to competition within that niche. Lesbians didn’t just buy Subarus; they became brand evangelists, recommending the cars to friends and family and creating a powerful word-of-mouth marketing engine.
Culturally, the impact was profound. At a time when the LGBTQ+ community was largely invisible or stereotyped in mainstream media, Subaru’s ads made them feel seen and respected by a major corporation. It turned the car into more than just transportation; it became a cultural icon and a symbol of identity. The campaign set a new standard for authentic LGBTQ+ marketing that other brands would follow for years to come.
Is Subaru Still Considered a “Lesbian Car” Today?
Today, the “lesbian car” stereotype is more of a beloved cultural legacy, but Subaru remains a top brand for LGBTQ+ consumers due to its long history of support. While the specific stereotype might be less prominent for younger generations, the brand loyalty it created remains incredibly strong. As of 2025, the foundation of trust built in the 1990s continues to pay dividends.
Subaru’s marketing approach has evolved with the times. As society became more accepting, the need for “coded” messaging faded. The brand’s advertising has shifted from “gay vague” to explicit and inclusive campaigns that celebrate the entire LGBTQ+ spectrum. Modern Subaru ads often feature same-sex couples and families openly.
The core themes of their marketing have broadened to embrace concepts like “found family,” a theme that resonates deeply within the LGBTQ+ community. So while the specific label from the 90s has evolved, Subaru’s role as a steadfast ally and a go-to brand for the community has only deepened.
FAQs About is subaru a lesbian car
Which Subaru is the ‘official’ lesbian car?
The Subaru Outback and Forester are the two models most famously associated with the stereotype. The Outback was prominent in the early days of the campaign, establishing the outdoorsy image. The launch of the Forester in the late 90s solidified the connection, and it is often the model people think of first when they hear the term.
Was Subaru the very first company to advertise to gay people?
Subaru was the first automaker and one of the first major U.S. companies to create a national ad campaign specifically targeting lesbians. While some smaller, community-focused businesses had advertised in niche gay publications before, Subaru’s effort was unprecedented in its scale and strategic intent for a major corporation at the time.
Did Subaru get backlash for the campaign?
Yes, Subaru did receive some angry letters and threats of boycotts, which caused concern internally. However, the leadership at Subaru of America correctly decided that the intense loyalty they were building with their target audiences was far more valuable than the business they might lose from a small, vocal minority.
Do only lesbians drive Subarus?
No, this is the core of the stereotype. In fact, lesbians were just one of five niche groups Subaru targeted in the 90s. Today, their customer base is incredibly broad and popular with anyone who values safety, all-wheel-drive capability, reliability, and an outdoors-focused lifestyle, regardless of their identity.
Why not just make the ads explicitly gay from the start?
In the 1990s, explicit representation of gay people in mainstream advertising was extremely rare and considered very risky. The social and political climate was far less accepting than it is today. Using “coded” messaging was a strategic way for Subaru to connect authentically with the target audience without triggering widespread controversy or alienating more conservative customers.
Key Takeaways: The Subaru Lesbian Car Marketing History
- It Was a Deliberate Business Strategy: The connection is not a coincidence but the result of a data-driven marketing plan in the 1990s to save a struggling brand by targeting loyal, underserved niche markets.
- Coded Ads Were Key: Subaru used “gay vague” advertising with subtle in-group cues like license plates (“XENA LVR”) and slogans, allowing them to connect with lesbians without alienating the mainstream.
- Authenticity Trumped Advertising: The campaign’s success was cemented by genuine corporate actions, like sponsoring LGBTQ+ events and offering domestic partnership benefits, which built lasting trust.
- Product-Market Fit Existed First: The market research worked because lesbians were already buying Subarus, valuing their practicality, reliability, and un-flashy aesthetic which fit their lifestyle.
- It Created Intense Brand Loyalty: The campaign was a massive success, helping turn around Subaru’s sales and creating an incredibly loyal customer base that has been core to the brand’s success for decades.
- The Legacy is Lasting: While the stereotype itself is now a piece of cultural history, the campaign pioneered authentic niche marketing and established Subaru as a long-term ally to the LGBTQ+ community.
Final Thoughts on a Legendary Campaign
The story of how Subaru became the “lesbian car” is more than just a piece of fun cultural trivia. It stands as a landmark case study in brave, smart, and ultimately successful marketing. It’s a powerful lesson in the value of seeing an underserved community, listening to their needs, and engaging with them authentically. In an era when most brands were afraid to acknowledge a whole segment of the population, Subaru took a calculated risk that became the foundation of its modern identity. That legacy of loyalty, trust, and inclusivity remains a core part of the Subaru brand today.
