Subaru's early 90's campaign slogan "It's Not A Choice, It's The Way We're Built," was specifically targeted towards the U.S. gay community. Subaru has been so successful at attracting gay customers that some drivers consider themselves members of a "club," in which fellow Subaru owners share an implied message behind their cars' brand.
For several years, Subaru advertising has targeted gays, partially through its support of the Rainbow Card program, a Visa card that generates money to support AIDS research and other gay-related causes.
"So I was at the cafe down the street and in walk these two women, they wouldn't give me the time of day -- Definitely Subaru Drivers."
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