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How Subaru saved itself by marketing to the gay community

Almost everyone who's in the car community, and even people that aren't, have probably heard the stereotype that lesbians drive Subarus. What you may not realize is that stereotype was fostered by Subaru, and it helped make the company relevant again in the '90s. This is the story told by NPR's Planet Money podcast. Apparently, as the company was trying to figure out who was buying its cars, the marketing folks discovered that gay and lesbian people were a large segment – along with all those outdoorsy types. The discovery led to subtle advertising directed specifically at what we now refer to as the LGBT community, which in turn led to more sales to gay and lesbian consumers. There were other components to Subaru's sales strategy in the '90s, but this particular campaign was an important part and quite successful. Thanks to that success, today we still have Subaru around building reliable, all-wheel-drive transportation, as well as rally-inspired sport compacts. There are of course many more details, but we don't want to spoil them for you. For the whole story, you need to head over to the Planet Money site and listen in. Related Video: News Source: NPR / Planet MoneyImage Credit: Copyright 2016 Drew Phillips / AOL Marketing/Advertising Read This Subaru lgbt

Subaru teasing STI surprise for NYC show?

Subaru is no stranger to the Special Edition car, least of all where its vaunted WRX and STI are concerned. From Spec C to Prodrive to 22B, more than a handful of STI's around the world have been released as limited-run editions, often with stirring results. So, while we were more than a little bit surprised to see that big-wing crop up on the Subaru Twitter page today, we can't say as though its not true to the brand's history.
However, while most of the interesting WRX STI variants have been offered to Europe and Japan only, whatever is wearing that carbon-fiber-lipped wing is set to debut at the New York Auto Show this week.
We don't have a clue as to the precise nature of the car in front of that wing, save to say that it's likely based on the STI. We can guess, however that the extra vertical supports and the use of carbon fiber indicate a higher-performance version than currently exists. Anything from a racing application to some new goodies for the aftermarket are in the realm of possibility.

Subaru is bringing a trio of STI concepts to the Tokyo Auto Salon

The Tokyo Auto Salon is almost upon us (or our Japanese counterparts at any rate), and Subaru has no intention of sitting it out. To that end, its performance division Subaru Tecnica International is preparing a slate of new show cars for the tuner expo. Of the trio that STI has in store for the show, the only one it is showing us so far is the STI Performance Concept pictured above – and we've already seen that one. Based on the BRZ and festooned with all manner of performance upgrades (and an enticing matte blue wrap), it was presented at the New York Auto Show this past April. But there are two more that we have not seen yet. Most intriguing is the proposed XV Hybrid STI Concept, but ostensibly combines the rugged approach of the XV Crosstrek – in hybrid spec no less – with the performance upgrades we've come to expect from the WRX STI. Where STI show cars typically appear in blue, this one is slated to appear in white with orange accents and an interior in orange and beige. It still promises a slew of aero enhancements, along with an upgraded suspension. Alongside the BRZ and XV concepts will be a Levorg STI as well, based on the wagon that Subaru sells in Japan and Europe. This one'll appear in WR Blue Pearl with a sportier front end, 18-inch alloys, specific dampers, and a two-tone interior in burgundy and black. Joining the concepts at the Subaru stand will be a quartet of racing models – two based on the BRZ and two on the WRX STI. Related Video: Exhibition Outline of Tokyo Auto Salon 2016 Tokyo, December 24, 2015 – Fuji Heavy Industries Ltd. (FHI), together with Subaru Tecnica International Inc. (STI)*1, announced its exhibition at the upcoming Tokyo Auto Salon 2016 with NAPAC (Japan Car Parts and Aftermarket Promotion Association), which will be held January 15th to 17th, 2016 at the Makuhari Messe in Chiba prefecture. At the Subaru booth will be concept models such as the "STI Performance Concept" which signifies STI's core business areas, "Levorg STI Concept" and "Subaru XV Hybrid STI Concept". The "WRX STI NBR Challenge 2016", a racing car for 24 Hours Nurburgring endurance race in 2016 and the "Subaru BRZ GT300 2016" for Super GT race will also be exhibited. At the press conference on January 15th, 2016 Subaru Motorsport Activities will be announced. The special site for Subaru Auto salon (http://www.subaru.jp/tas2016/) will be opened.