Car story November 6, 2016Posted by WorldbyStorm in Uncategorized.
In the early nineties, Subaru was in trouble. The cars were fine. They ran well enough. But sales had been slumping for years. Subaru was up against giants like Toyota and Nissan. And it was losing. It needed a way to stand out.
Subaru hired a new ad agency, to figure out who was buying their cars. The ad firm went out to Northampton, Massachusetts—a hotspot for Subaru sales, according to their research. A group of Subaru owners filed into a little room in a shopping mall to answer a few questions, and the researchers noticed something right away. All of them were women and many identified as lesbian.
One can dismiss this as simply corporate appropriation, and in a way it was. But it’s not a simple one way process as a listen to the podcast will underline.