Subaru cultivates US gay market
» Marketing to gays
And it has also distinguished itself as a favorite among gays. Fuji discovered this by accident in 1994 during focus groups it was conducting among owners in Northampton, Massachusetts.
The automaker then decided to advertise in publications for that audience. Ads included references attuned to gay readers such as the tagline ``Get Out and Stay Out.’’ Tennis star Martina Navratilova, who’s been an advocate for gay and lesbian causes, was hired as a spokeswoman.
Gay Buyers, Gardeners Won’t Be Enough for Subaru
