Outward Explainer: What’s With Lesbians and Subarus?

Expanding the LGBTQ Conversation
Jan. 2 2014 2:56 PM

Outward Explainer: What’s With Lesbians and Subarus?

Kate McKinnon as Billie Jean King
Kate McKinnon as Billie Jean King in the Dec. 21 Saturday Night Live.

NBC

When Saturday Night Live’s Kate McKinnon channeled Billie Jean King on the Dec. 21 “Weekend Update” segment right after King was named to the official U.S. delegation to the 2014 Sochi Winter Olympics, the tennis great declared herself “President Obama’s big gay middle finger” to Vladimir Putin. She then promised to “drive my Subaru Outback into Red Square, doing doughnuts and blasting Melissa Etheridge.” We all know that Melissa Etheridge is a lesbian singer-songwriter, but why are Subarus so closely associated with lesbians?

Some would like to think that there’s some special Sapphic significance in the name, since Subaru is Japanese for Seven Sisters—albeit in the sense of the Pleiades rather than historically women’s colleges. In fact, though, the car company’s place in the roster of the righteous among the LGBTQ nations is a result of some very canny niche marketing.

Advertisement

Subaru is by no means the only car company to target gay and lesbian buyers—in fact, Saab was the first to advertise in the gay press, back in 1994—but it is arguably the most high-profile and has waged the most sustained campaign for the pink dollar. Subaru was one of three charter sponsors when the gay-themed TV channel Logo launched in 2005, and the company has gained recognition for “gay-coded” ad campaigns, including one that featured custom license plates like "XENA-LVR," "P-TOWN," and "CAMP OUT."

Those ads weren’t targeted exclusively at lesbians, however. The "Lesbaru" connection seems to have been cemented when Subaru featured out tennis player Martina Navratilova in a 2001 campaign. Then in 2004, the company supported a another lesbian tennis player: Dana Fairbanks of Showtime’s The L Word. When the fictional Fairbanks was forced out of the closet, the show’s storyline had the real car company rolling out a campaign with the slogan, “Get Out. And Stay Out.

According to Subaru’s research, lesbians are "four times as likely as their heterosexual counterparts to own a Subaru." But what kind of Subaru? NPR’s Car Talk found the Outback to be the No. 1 car among lesbians, with the Forester coming in second.

Izzy Rode is a Slate intern.

TODAY IN SLATE

Politics

Talking White

Black people’s disdain for “proper English” and academic achievement is a myth.

Hong Kong’s Protesters Are Ridiculously Polite. That’s What Scares Beijing So Much.

The One Fact About Ebola That Should Calm You: It Spreads Slowly

Operation Backbone

How White Boy Rick, a legendary Detroit cocaine dealer, helped the FBI uncover brazen police corruption.

A Jaw-Dropping Political Ad Aimed at Young Women, Apparently

The XX Factor
Oct. 1 2014 4:05 PM Today in GOP Outreach to Women: You Broads Like Wedding Dresses, Right?
Music

How Even an Old Hipster Can Age Gracefully

On their new albums, Leonard Cohen, Robert Plant, and Loudon Wainwright III show three ways.

How Tattoo Parlors Became the Barber Shops of Hipster Neighborhoods

This Gargantuan Wind Farm in Wyoming Would Be the Hoover Dam of the 21st Century

Moneybox
Oct. 1 2014 8:34 AM This Gargantuan Wind Farm in Wyoming Would Be the Hoover Dam of the 21st Century To undertake a massively ambitious energy project, you don’t need the government anymore.
  News & Politics
Politics
Oct. 1 2014 7:26 PM Talking White Black people’s disdain for “proper English” and academic achievement is a myth.
  Business
Buy a Small Business
Oct. 1 2014 11:48 PM Inking the Deal Why tattoo parlors are a great small-business bet.
  Life
Outward
Oct. 1 2014 6:02 PM Facebook Relaxes Its “Real Name” Policy; Drag Queens Celebrate
  Double X
The XX Factor
Oct. 1 2014 5:11 PM Celebrity Feminist Identification Has Reached Peak Meaninglessness
  Slate Plus
Behind the Scenes
Oct. 1 2014 3:24 PM Revelry (and Business) at Mohonk Photos and highlights from Slate’s annual retreat.
  Arts
Brow Beat
Oct. 1 2014 9:39 PM Tom Cruise Dies Over and Over Again in This Edge of Tomorrow Supercut
  Technology
Future Tense
Oct. 1 2014 6:59 PM EU’s Next Digital Commissioner Thinks Keeping Nude Celeb Photos in the Cloud Is “Stupid”
  Health & Science
Science
Oct. 1 2014 4:03 PM Does the Earth Really Have a “Hum”? Yes, but probably not the one you’re thinking.
  Sports
Sports Nut
Oct. 1 2014 5:19 PM Bunt-a-Palooza! How bad was the Kansas City Royals’ bunt-all-the-time strategy in the American League wild-card game?