I wouldn't have expected this to be where I learned what the Subaru logo means
Or that there's an association between owning a Subaru and being a lesbian.
Well, I thought everyone knew that :P
wait, I didn't know about that, lol
https://xkcd.com/1053/
Supposedly lesbians are more likely to own Subarus because in the 90s Subaru marketed towards lesbians, but that was because their market research showed that lesbians were more likely to own Subarus, so I'm not really sure where it started.
I was reading up on this a bit while working on the notes page. The best explanation I saw was that Subarus hit the sweet spot of being very practical/spacious/rugged without the aggressive "manly" marketing/association of pickup trucks.
Oh my God! Something I can answer lol
Subaru was having a huge issue in the 90s with regards to like sales. They pretty much had no market in the US since coming from Japan after they got bought by Saab, but noticed they had a very particular loyal and consistent population in Western Massachusetts, namely around Northampton and surrounding small towns. When they went door to door, they found out that this particular customer base was all lesbian couples living out in what is essentially the lesbian capital of the US. Most of them loved camping in the Berkshires and needed a good utility hatchback with 4wd that was affordable for their budget.
Which then the marketing department got a really brilliant idea. What if instead of trying to compete with Ford, what if they just targeted a very specific niche...lesbians. So. That is literally what they did. First they were very direct, calling themselves openly the car for lesbians but saw no one was biting. But then, ironically for here, they did find that cheekier subtext and references actually sold much better in the queer magazines they were advertising in. So they did a lot of pop culture references to Xena and Buffy, queer slogans, hired wink wink nudge nudge queer celebs to advertise the car and pretty much soon became the "lesbian car" in itself as a subtle wink by fully embracing their place in flagging culture!
So the stereotype was absolutely intentional. It was actually their entire marketing ethos to BECOME the stereotype
last edited at Nov 8, 2026 9:24AM