{"id":64955,"date":"2025-06-07T04:18:06","date_gmt":"2025-06-07T08:18:06","guid":{"rendered":"https:\/\/www.globalvillagespace.com\/tech\/subarus-secret-to-winning-hearts-in-woodstocks-liberal-haven\/"},"modified":"2025-06-07T04:18:06","modified_gmt":"2025-06-07T08:18:06","slug":"subarus-secret-to-winning-hearts-in-woodstocks-liberal-haven","status":"publish","type":"post","link":"https:\/\/www.globalvillagespace.com\/tech\/subarus-secret-to-winning-hearts-in-woodstocks-liberal-haven\/","title":{"rendered":"Subaru’s Secret to Winning Hearts in Woodstock’s Liberal Haven"},"content":{"rendered":"

Woodstock, New York, is more than just a quaint town nestled near the Catskill Mountains; it\u2019s a vibrant hub of culture and community, famously known for the iconic music festival that took place in 1969. While the festival itself was held 60 miles away, the spirit of peace, love, and music still resonates throughout the town today. You can feel it in the air, from the drum circles on the village green to the vegan cafes and herbal remedy shops lining the streets. But there\u2019s something else that stands out in Woodstock: the abundance of Subarus.<\/p>\n

What\u2019s the Deal with All the Subarus?<\/p>\n

If you\u2019ve ever visited Woodstock, you might have noticed a peculiar trend: Subarus seem to be everywhere. In one parking lot, nearly 20% of the cars were Subarus\u2014a striking sight, to say the least. This isn\u2019t just a coincidence. Subaru\u2019s connection to this liberal enclave stems from a clever marketing strategy that dates back to the 1990s. <\/p>\n

When Subaru of America conducted a survey to understand its customer base, they discovered an unexpected demographic: lesbians. This group, characterized by decent incomes and a penchant for outdoor activities, was drawn to the brand\u2019s rugged, practical vehicles. Recognizing this, Subaru decided to embrace its newfound audience with targeted advertising that spoke directly to them.<\/p>\n

How Did Subaru Win Over a Niche Market?<\/p>\n

Subaru\u2019s marketing campaigns were groundbreaking for their time. They featured ads that resonated with the LGBTQ+ community, using clever wordplay and imagery that subtly acknowledged the audience\u2019s identity. Phrases like \u201cGet out, and stay out\u201d and \u201cIt\u2019s not a choice, it\u2019s the way we\u2019re built\u201d cleverly intertwined the brand\u2019s message with a nod to the community\u2019s values. <\/p>\n

While some conservative consumers reacted negatively, threatening boycotts, Subaru\u2019s research indicated that these complaints mostly came from individuals who had never purchased a Subaru. The brand\u2019s reputation among liberal consumers only strengthened, leading to a loyal customer base that continues to thrive today.<\/p>\n

What Do the Numbers Say?<\/p>\n

Fast forward to 2024, and the impact of Subaru\u2019s marketing strategy is evident. According to YouGov\u2019s bipartisan brand rankings, 28% of liberal Americans and 33% of gay women would consider purchasing a Subaru, compared to just 16% of conservatives. This 12-point gap is the largest among car manufacturers, with Honda and Volkswagen trailing behind. <\/p>\n

In contrast, brands like Ford and Chevrolet, which are favored by conservatives, show a much smaller divide, indicating that Subaru has successfully carved out a unique niche in the automotive market. <\/p>\n

Why Do Subarus Fit the Lifestyle in Woodstock?<\/p>\n

Beyond the marketing, there are practical reasons why Subarus are a popular choice in the northeastern U.S. With their all-wheel drive capabilities, they handle the snowy winters with ease. In a region where winter weather can be harsh, having a reliable vehicle is essential. But in Woodstock, it\u2019s not just about practicality; it\u2019s about identity. <\/p>\n

Driving a Subaru in this town isn\u2019t merely a choice of transportation; it\u2019s a statement of values. It aligns with the community\u2019s ethos of environmental consciousness and outdoor adventure. While other small American towns may echo with the roar of Detroit V8s, Woodstock\u2019s soundtrack is the gentle hum of Subaru engines, perfectly in tune with its laid-back, progressive vibe.<\/p>\n

The Takeaway<\/p>\n

Subaru\u2019s success in Woodstock is a testament to the power of understanding your audience and embracing diversity. By recognizing and catering to a niche market, Subaru not only built a loyal customer base but also created a brand identity that resonates with values of inclusivity and adventure. The big takeaway? Marketing isn\u2019t just about selling a product; it\u2019s about connecting with people on a deeper level. Whether you\u2019re in a small town or a bustling city, understanding your audience can lead to remarkable success. So, what\u2019s one change you can make in your approach this week? You might just see a difference by the end of the month.<\/p>\n","protected":false},"excerpt":{"rendered":"

\"SubaruForesterMPcolumn\"<\/a><\/p>\n

The New York town that hosted the legendary music festival loves a 4WD wagon \u2013\u00a0all thanks to clever marketing<\/p>\n

\n

“It\u2019s a tie-dye sort of place,”\u00a0says the woman behind the counter of a petrol station cafe in upstate New York when I ask her what Woodstock is like, because it\u2019s nearby and my road trip has no definitive destination.<\/p>\n

I\u2019d thought it was just a quaint town near the Catskill Mountains, but when she explains, I realise it\u2019s that Woodstock \u2013 the one from the famous 1960s rock festival that promised \u2018three days of peace and music\u2019 and whose cultural impact shook the world.<\/p>\n

But despite the fact that the festival actually took place 60 miles from Woodstock and was 56 years ago, the town clearly retains its \u2018peace and love\u2019 vibe.<\/p>\n

My server wasn\u2019t wrong. It\u2019s normal to see Trump flags and signs in rural New York, because it\u2019s the big city that\u2019s the state\u2019s most liberal part and Americans are more vocally political than the British; an occasional \u2018Liberal Democrats Winning Here\u2019 sticker is about\u00a0as boisterous as we get. But you won\u2019t find many Republican signs near Woodstock.<\/p>\n

\u201cPresidents come and go, but Wu-Tang is forever,\u201d reads one alternative. \u201cMake America groovy again,\u201d adds a CND-symbolled T-shirt\u00a0in a shop window.<\/p>\n

\"\"<\/p>\n

Aside from the city, Woodstock is in one of New York\u2019s most liberal areas: it voted 58% Democrat in the 2024 presidential election.<\/p>\n

And it is to America what Glastonbury is to England: almost a parody of peace and love. On this Sunday afternoon there is, honestly, a drum circle on the village green, which is bordered by a vegan cafe and a herbal remedy shop.<\/p>\n

Then I notice something else: the Subarus<\/a>. Lots and lots of Subarus. More in one place than anywhere I\u2019ve ever been, by miles. In one car park (I realise this isn\u2019t a scientifically rigorous survey), almost 20% of the cars are Subarus.<\/p>\n

It turns out that this isn\u2019t entirely coincidental. This is a fact more widely known in the US than it is in the UK: in the 1990s, Subaru of America surveyed who was buying its cars, and while it had expected the vets, outdoorsy types and teachers it identified as customers, there was also a group that it hadn\u2019t foreseen: lesbians.<\/p>\n

When it and its marketing agencies looked into this, the fit made sense: these were women with decent incomes who were less likely to have children and who had outdoorsy hobbies, so Subarus were what they were buying.<\/p>\n

Subaru figured that, while there might be pushback in conservative areas, it should start running gay-targeted adverts, combining selling the virtues of the car as a country wagon with a knowing wink for its target audience.<\/p>\n

\"\"<\/p>\n

\u201cGet out, and stay out,\u201d ran one advert. \u201cIt\u2019s not a choice, it\u2019s the way we\u2019re built,\u201d said another, sort of selling the 4×4<\/a> powertrain. \u201cAt least we\u2019ve got our *priorities* straight,\u201d read a 2004 Forester<\/a> advert ostensibly about safety.<\/p>\n

While Subaru UK was selling Impreza Turbos<\/a> to young men who couldn\u2019t get a girlfriend, Subaru of America was selling Outbacks<\/a>\u00a0to women who could.<\/p>\n

It had thought its campaign might be divisive, and it wasn\u2019t wrong. Lots of consumers, target audience or not, enjoyed the ads, but it also received letters of complaint from conservatives threatening to boycott the brand \u2013 although, its research suggested, not from anyone who had previously bought a Subaru anyway.<\/p>\n

And those turn-of-the-century adverts gave the brand a reputation in the US that it retains now. If you\u2019re liberal, you\u2019re more likely to buy\u00a0a Subaru; if you\u2019re conservative, you\u2019re more likely to take against it.<\/p>\n

Opinion polling firm YouGov\u2019s bipartisan brand rankings for 2024 found that \u201c28% of liberal Americans [and 33% of gay women]\u00a0would consider purchasing a Subaru but just 16% of American conservatives feel the same\u201d. Subaru leads all car makers with this 12-point difference, ahead of Honda (10 points) and Volkswagen (eight).<\/p>\n

\"\"<\/p>\n

For conservatives\u2019 most favoured brands \u2013 Ford, Chevrolet and GMC \u2013 the difference the other way was smaller: 29% of conservatives would consider a Ford but so still would 23% of liberals.<\/p>\n

There are practical reasons to own a Subaru in the north-eastern US, of course: they have proper four-wheel drive and it snows in winter.<\/p>\n

But that isn\u2019t the only explanation for the fact that, while most small American towns reverberate to the sound of Detroit V8s, the bongos of Woodstock are accompanied by the gentle hum of a\u00a0Subaru\u2019s sensible all-season tyres.<\/p>\n<\/div>\n","protected":false},"author":1,"featured_media":64956,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"Default","format":"standard","meta":{"footnotes":""},"categories":[2,291],"tags":[],"class_list":["post-64955","post","type-post","status-publish","format-standard","has-post-thumbnail","category-featured","category-opinion"],"_links":{"self":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/posts\/64955","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/comments?post=64955"}],"version-history":[{"count":0,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/posts\/64955\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/media\/64956"}],"wp:attachment":[{"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/media?parent=64955"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/categories?post=64955"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.globalvillagespace.com\/tech\/wp-json\/wp\/v2\/tags?post=64955"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}