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- In the 1990s, Subaru’s unique characteristic was that the company increasingly made all-wheel-drive standard on all its cars. When Subaru marketers went searching for people willing to pay a premium for all-wheel-drive, they identified four core groups who were responsible for half of the company’s American sales: teachers and educators, healthcare professionals, IT professionals, and “rugged individualists” (outdoorsy types).
Then they discovered a 5th: lesbians.
As with all things, there's a podcast on that http://www.npr.org/sections/money/2016/10/14/497958151/episode-729-when-subaru-came-out
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weewooweewoo · 2450 days ago · link ·
Was about to comment to say the same thing! I love Planet Money