Subaru’s Success in Capturing the Liberal American Market at Woodstock

Woodstock, New York, a town known for hosting the legendary Woodstock music festival, exudes a “tie-dye” kind of feel as described by a cafe worker, reflecting the cultural impact of the 1960s event themed around ‘peace and music.’ Although the festival actually happened 60 miles from the town many years ago, Woodstock has managed to keep the ‘peace and love’ spirit alive.

Despite being in a traditionally conservative area, it stands out as one of the most liberal locations in New York, with a strong Democratic preference in the 2024 presidential election. Woodstock symbolizes a quintessential image of peace and love, akin to Glastonbury in England, complete with a drum circle gathering on a Sunday afternoon at the village green beside a vegan cafe and herbal remedy shop.

A peculiar observation in Woodstock reveals an unexpected prevalence of Subaru vehicles. In fact, Subarus outnumber other cars significantly in the town, indicating a unique trend specific to this area. This phenomenon originates from a marketing strategy employed by Subaru of America in the 1990s when they discovered an unexpected customer base for their vehicles – lesbians.

Upon this revelation, Subaru tailored its marketing approach to target this demographic, combining features of the car suitable for outdoor activities with subtle nods to the preferences of the lesbian community. The campaign, featuring phrases like “Get out, and stay out” and “It’s not a choice, it’s the way we’re built,” cleverly intertwined car promotion with messages relevant to the gay community.

While Subaru UK focused on selling Impreza Turbos to a male audience, Subaru of America capitalized on selling Outback models to women, particularly lesbians. The advertisements struck a chord with many, but also received backlash from conservative groups threatening to boycott the brand, albeit without much impact on existing Subaru customers.

These marketing strategies from the early 2000s gave Subaru a distinct and enduring identity, positioning it as a progressive and inclusive brand in the eyes of consumers. Subaru’s unconventional approach not only resonated with its target demographic but also set it apart from other automakers, solidifying its brand image in the minds of consumers.SqlCommanding a significant presence in Woodstock, these Subarus are a testament to the legacy of clever marketing and the enduring impact of identifying and catering to unique consumer groups.