How Subarus Became the Car for Lesbians

During the early 1990s, the executives at Subaru saw a steady decline that needed to be combatted. They hired a young, hip ad agency that failed in its first attempt to fight the larger car corporations for the classic car-buying demographic of white, male 18- to 35-year-olds. For take two, they changed their strategy by trying to market to the niche groups that were thoroughly-researched and found to be willing to pay a slightly higher price for a car with all-wheel drive that was described as “sturdy, if drab.” They also wanted groups that could be targeted with strategic campaigns geared toward their unique demographics. Here are the groups they found: <a href="https://medium.com/@caitlinrweiner/how-subarus-became-the-car-for-lesbians-ec1d5f4754fa">Click Here</a>