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Speaker 1: Hey, this is Anny and Samantha.

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Speaker 2: Welcome to stuff. I never told your production by heartdio.

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Speaker 1: Yeah, if you haven't heard.

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Speaker 3: I recently bought a new car, right Annie, My Lantra

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Speaker 3: was one of the many that had the recall and

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Speaker 3: had to get a new engine.

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Speaker 1: It stalled out.

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Speaker 3: It was a whole thing and the way the government

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Speaker 3: has been doing this thing and all the tariffs, which,

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Speaker 3: by the way, I just saw reports saying that Ford

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Speaker 3: went in the hole because all the terriffs took out

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Speaker 3: all the profits, even though Ford is supposed to be,

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Speaker 3: you know, locally a local car car dealership where they

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Speaker 3: supposed to build here in the US, but they.

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Speaker 1: Get all their materials outside of the US.

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Speaker 3: And apparently again the administration has tax the hell out

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Speaker 3: of steel and all the such for the car industry

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Speaker 3: is bombed. So whatever it's supposed to be helping is

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Speaker 3: not helping. But with that, because of that, I actually

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Speaker 3: got into a really anxious mode in trying to buy

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Speaker 3: a car, because I could if you don't know Atlanta well,

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Speaker 3: and especially if you're not living in a nice area,

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Speaker 3: which is fairly expensive to do. As again, I've also

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Speaker 3: bought a house. Walking is not a thing. Transit is

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Speaker 3: not really a thing. So it is a very heavily

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Speaker 3: relied upon cars. And we do well because in our

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Speaker 3: household we only have one and we try to you know,

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Speaker 3: we've done well with that. But that's even a struggle, honestly,

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Speaker 3: because it is so heavily car pool slash, you know,

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Speaker 3: commuting all of the things that have happened. And when

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Speaker 3: I were to Dajja, I drove every day. It was

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Speaker 3: a whole thing thinking as we are now into like

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Speaker 3: working from home. So that's all good, but with that

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Speaker 3: meant I needed a car. I needed a reliable car.

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Speaker 3: I need to make sure that I got you know,

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Speaker 3: all these things. The interest rates are crazy, if y'all know,

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Speaker 3: you know, like his spike and his doesn't look like

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Speaker 3: it's going down. Whatever has happened after all of our

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Speaker 3: economy busting. Their solution, instead of helping people, they're like,

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Speaker 3: we're going to help corporations so they're able to keep

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Speaker 3: with this level of high interest and don't care about

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Speaker 3: selling anything because there care more about profits than anything else.

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Speaker 3: And to do so, they must go after the consumers,

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Speaker 3: as you know. So with that decided, okay, let me

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Speaker 3: buy a car.

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Speaker 1: I want to.

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Speaker 3: I want to do it before all the tariffs have hit,

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Speaker 3: because I hadn't hit quite yet. We knew it was coming,

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Speaker 3: but no one was really been too anxious about it,

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Speaker 3: as in like raising prices as of yet unless you're

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Speaker 3: going to Toyota. Toyota gives no like they're like, people

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Speaker 3: want our car, We're going to hike up the prices.

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Speaker 1: I mean, we will never negotiate.

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Speaker 3: So with that I decide did that I would go

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Speaker 3: on this journey of the very like overwhelmingly over anxious

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Speaker 3: decision of purchasing a new car. And I will say,

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Speaker 3: as an awkward introvert who hates interacting with strangers, this

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Speaker 3: was a nightmare, a nightmare for me. Like y'all know,

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Speaker 3: my reaction is to get stressed and sleepy. I was

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Speaker 3: so sleepy all. I was so sleepy, and I hate

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Speaker 3: to admit it. But my partner, who is a man,

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Speaker 3: was way better at this than me. First of all,

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Speaker 3: he's not as he's anxious, but he's not much as

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Speaker 3: much of an introvert as I am. And even though

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Speaker 3: my soul felt like it was shriveling into oblivion as

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Speaker 3: they tried to negotiate, because we had desevered several dealerships,

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Speaker 3: including Toyota, BT dubs. I'm not being sponsored by any

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Speaker 3: of these companies, which we have like done a few

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Speaker 3: ads for some of these companies, but Subaru's not one

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Speaker 3: of them, which I feel like Suberu should be calling

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Speaker 3: me hello anyway. But all that to say is we've

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Speaker 3: through all the negotiations to the three for actual dealerships,

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Speaker 3: and y'all, I've been months in the making of looking

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Speaker 3: up and researching things. And if you know about it

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Speaker 3: and you go to a dealership, they expect you to

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Speaker 3: walk out with the car, so it's so stressful anyway.

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Speaker 3: You can't just shop around.

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Speaker 1: It's a thing. I've watched videos, I had done all

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Speaker 1: the things.

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Speaker 3: So in the end, we finally decided on Superu, and

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Speaker 3: I will say it was pretty upfront and no hackle process.

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Speaker 3: There was still things that we did hackle about. But man,

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Speaker 3: I hated this whole thing, which is why I failed

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Speaker 3: for the high interest rate a long time ago. And

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Speaker 3: because of the process of Carvana, I loved it. I

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Speaker 3: didn't talk to anybody. They brought me the car. I

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Speaker 3: had tend like a week to like, you know, test driving.

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Speaker 3: If I wanted to take it back. But by the way, parently,

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Speaker 3: this company is not doing well. I think they've filed

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Speaker 3: bankruptcy a few times, and everybody was so sure that

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Speaker 3: they would like shut down, but they have it yet

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Speaker 3: they still have a little like like uh I see them,

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Speaker 3: you know, convey but like yeah, yeah, like it's like

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Speaker 3: a machine for cars.

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Speaker 1: Anyway. But with that long drawn out story, and shout.

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Speaker 3: Out to Demayer who was the one who helped us throughout,

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Speaker 3: and he did.

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Speaker 1: He was just very upfronted, like this is this, this

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Speaker 1: is this is this.

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Speaker 3: And it was quite funny because we also talked about Tesla.

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Speaker 3: They so I feel like there's an opposite to Tesla.

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Speaker 3: It'd be super U in my mind. But anyway, apparently

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Speaker 3: it's Rivian according to the Electra car people.

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Speaker 1: But what do I know. Again, these are sponsors, so

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Speaker 1: please don't come after me.

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Speaker 3: But with all that long drawn out backstory, of course,

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Speaker 3: with all of that, I immediately started getting Subaru content on

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Speaker 3: my FYP.

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Speaker 1: Y'all.

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Speaker 3: It is a it's a community. So Jeep has a community.

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Speaker 3: Subaru has a community. They have Miata. I don't know

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Speaker 3: if you know about the Miyata.

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Speaker 1: They have a.

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Speaker 3: Giant community like it. It's an interesting thing about cars.

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Speaker 3: They have very loyal communities, to the point so I immediately

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Speaker 3: started getting content about Subaru. Of course I was when

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Speaker 3: we were when I was first driving the car. Any

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Speaker 3: you had ridden with me more than my partner had

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Speaker 3: at one point, and you're like, as I should, as

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Speaker 3: it should be, and I was like, you are correct.

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Speaker 3: It should always be two women in the front, and

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Speaker 3: one of us should be bisexual and queer at the

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Speaker 3: very least, if not both. But but all that to say,

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Speaker 3: because of all of this, you know that it's not

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Speaker 3: a surprise. It definitely leans into the whole. You're most

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Speaker 3: likely a lesbian if you're driving this car, or and

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Speaker 3: or really outdoorsy.

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Speaker 1: I'm neither, but I am about a good brand, I

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Speaker 1: will say that.

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Speaker 3: So again, with all of this, I learned that superu

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Speaker 3: is really for the gaze. When people say they're for

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Speaker 3: the gaze, it really is as they say, And it

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Speaker 3: was a purposeful marketing strategy. And I was like, you

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Speaker 3: know what I needed to say this. I need to

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Speaker 3: talk about this because in the time and frame of

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Speaker 3: everybody backing out of being inclusive, Yes, target, we're looking

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Speaker 3: at you and mini brands just capitalizing on a moment

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Speaker 3: instead of an actual cause. I thought it was interesting

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Speaker 3: to talk about this, and I know there are a

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Speaker 3: few other brands that maybe in that same months, but

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Speaker 3: I could not find many. Ikea, I think had gotten

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Speaker 3: some accolades in the early nineties because they did the

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Speaker 3: same thing, which is not too surprising.

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Speaker 1: But I despise Ikea, not.

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Speaker 3: Because of the store, but because of the way it

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Speaker 3: sucks my soul as well. Like walking into an Ikea

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Speaker 3: feels like I'm being punished on the third level of hell,

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Speaker 3: you know what I mean. The only thing that redeems

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Speaker 3: it usually is a cinnamon roll, and every time I've gone,

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Speaker 3: they've run.

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Speaker 1: Out, So that place is cursed to me. Cursed.

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Speaker 3: So talking about super specifically again not sponsored. Hello, I

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Speaker 3: need some cute things call me So I feel like

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Speaker 3: old producer of the show Andrew would also agree, because

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Speaker 3: he is a tub rud dude. He loves the Yes,

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Speaker 3: he loves this cross track. You and I talked about

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Speaker 3: it when I first bought it. Anyway, So here's a

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Speaker 3: bit from a twenty sixteen article from The Atlantic. Quote

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Speaker 3: in the nineteen nineties, Suberu's unique selling point was that

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Speaker 3: the company increasingly made all will drive standards on.

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Speaker 1: All its cars.

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Speaker 3: When the company's marketers went searching for people willing to

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Speaker 3: pay a premium for all will drive, that identified four

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Speaker 3: groups who were responsible for half of the company's American sales.

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Speaker 3: Teachers and educators, healthcare professionals, IT professionals, and outdoorsy types.

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Speaker 3: Then they discovered a fifth lesbians.

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Speaker 1: Quote.

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Speaker 3: When we did the research, we found pockets of the

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Speaker 3: country like Northampton, Massachusetts, and Portland, Oregon, where the head

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Speaker 3: of the household would be a single person and often

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Speaker 3: a woman, says Tim Bennett, who was the company's director

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Speaker 3: of advertising at the time. When marketers talked to these customers,

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Speaker 3: they realized these women buying suber Rus were lesbians. So, y'all,

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Speaker 3: this is a well earned rumor, this one of those things.

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Speaker 3: And they were like, wait, no, we really are for

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Speaker 3: the gays. And because they were smart, they went on

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Speaker 3: to focus on these five groups. They realized, let's let's

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Speaker 3: let's go to the loyals, the loyal ones, making ads

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Speaker 3: and commercials specifically targeting them. And even with the senior

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Speaker 3: managers they weren't who weren't completely on board at the time,

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Speaker 3: being more appealing to lesbians, like actually focusing the company

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Speaker 3: did it anyway. Even again, it was around the same

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Speaker 3: time as dontuts, Don't Tell, and that was kind of

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Speaker 3: the accepted idea, like don't put it in our faces,

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Speaker 3: which is.

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Speaker 1: Annoying, Like it's like, no one's putting it in your faces.

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Speaker 1: You're putting in your own face because you're taking anoy

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Speaker 1: with rights. But whatever.

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Speaker 3: So it was during this time where everybody's like, yeah,

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Speaker 3: you can be gay, but just don't talk to us

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Speaker 3: about that. And again with that, the company understood that

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Speaker 3: if they were to be loud and using the lgbtquia

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Speaker 3: to sell their products, they needed to be able to

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Speaker 3: support the community within their organization. Uh and the Atlanta

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Speaker 3: continues with this. Superoo of America knew it had to

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Speaker 3: support its gays and lesbian employees if it wanted to

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Speaker 3: appeal to lesbian customers, so they scheduled a meeting with

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Speaker 3: a senior Japanese executive to make the case for domestic

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Speaker 3: partnership benefits. Again, so it's a Japanese company. All.

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Speaker 1: If y'all didn't know, a lot of people kind of.

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Speaker 3: Attributed to I think Australia because of the names of

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Speaker 3: the car, you.

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Speaker 1: Know, like outback, all that.

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Speaker 4: Well, that is all that because I went to bed

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Speaker 4: a dealership in Australia.

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Speaker 3: And my partner was like, wait, it's not it's Japanese.

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Speaker 3: He was confused for a second because I kind of

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Speaker 3: forgot even though it's associated with rugged outback like Australia.

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Speaker 1: Yes, it's actually not, but anyway, Japanese company.

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Speaker 3: So Bennett and his colleagues had prepared to argue their

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Speaker 3: case at length, but the meeting lasted twenty seconds. The executive,

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Speaker 3: who had worked for super U in Canada already knew

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Speaker 3: about benefits for same sex couples. He said, yeah, that's fine,

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Speaker 3: we did that in Canada years ago. Anything else sus

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Speaker 3: been it. It was the easiest thing we did. So

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Speaker 3: they were ready. They were ready to back it. They

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Speaker 3: were already doing it in other countries. It made sense,

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Speaker 3: and I love that. I love that they actually was like, yeah,

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Speaker 3: we're gonna go forward with this without even like hesitation. Again,

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Speaker 3: you gotta love some of the niche as they had, so,

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Speaker 3: Caitlin R. Weiner wrote in her Medium article quote the

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Speaker 3: kind of ads that did end up being successful were

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Speaker 3: those that included subtle coded nods to lesbian culture. For example,

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Speaker 3: a few ads showed subarus with license plates that read

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Speaker 3: Xena Lover or LVR A not to Zena Warrior Princess

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Speaker 3: and Peetown a reference to Provincetown, Massachusetts, which to this

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Speaker 3: day is a popular gay vacation spot. Many ads had

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Speaker 3: taglines there that were double entendres, like get out and

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Speaker 3: stay out, a push for hikers in outdoor and outdoor exercisers,

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Speaker 3: you know with that, or a reference to coming out

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Speaker 3: of the closet.

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Speaker 1: Who's to say?

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Speaker 3: Another tagline was is not a choice, it's the way

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Speaker 3: we are built, referring to the car's construction with all

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Speaker 3: well drive, but not exclusively that.

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Speaker 1: So again, we love zing A Warrior Princess.

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Speaker 2: Here.

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Speaker 1: We've talked about that.

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Speaker 3: You still haven't watched it, have you?

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Speaker 2: No? I haven't.

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Speaker 4: I thought about it though, because we've been discussing what

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Speaker 4: we're going to watch, you know, for movies, and we

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Speaker 4: were talking about maybe doing a show, and I was like,

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Speaker 4: we could do.

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Speaker 1: We could do some good episodes. Yeah, I'll be down.

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Speaker 3: So the agency mul Ryan Nash, which actually specialized in

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Speaker 3: gay marketing, uh, they were part of this campaign they

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Speaker 3: were the ones that did this campaign, and they went

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Speaker 3: from like fully open to tongue in cheek with their

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Speaker 3: different ads. So they started out with like an obvious couple,

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Speaker 3: a lesbian couple, but that wasn't as well accepted as

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Speaker 3: these like niche ads. So they were like, Okay, you

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Speaker 3: know if this work works again And much like those

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Speaker 3: who love to decipher Taylor Swift tens Any, I'm looking

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Speaker 3: at you, the Subaru audiences.

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Speaker 1: Did the same.

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Speaker 3: From the Atlantic article again, they say the delight among

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Speaker 3: niche audience groups in quote decoding the hints and zuero

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Speaker 3: as surprise the marketing team, and in the case of

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Speaker 3: its gay friendly ads, so did straight audience's ignorance. While

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Speaker 3: many gay and lesbian consumers love the shoutouts in the

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Speaker 3: license plates, straight people would only notice features like a

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Speaker 3: bike rack. Uh Poe, who helped come up with a

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Speaker 3: license plate's idea, says he held focus groups with straight

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Speaker 3: audiences where he showed ads featuring gay couples even after

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Speaker 3: an hour of talking about gay issues. They think a

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Speaker 3: man was shopping with his uncle.

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Speaker 1: Wow, wow?

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Speaker 2: And who how do they decide who's the uncle?

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Speaker 1: No, I guess he's one of them. Looked older. I

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Speaker 1: guess it's better than his uncle than not the father.

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Speaker 3: I don't know, but I do think it's funny that

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Speaker 3: they were like having like.

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Speaker 1: Like inside jokes about the straits. Essentially they're like, oh, yeah,

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Speaker 1: they don't get it. This is definitely for us.

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Speaker 3: Of course, some backlash did come about people who are

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Speaker 3: very upset writing in notes saying that they're never going

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Speaker 3: to buy the super Rues again, all these things, But

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Speaker 3: it turns out, much like today, most of the complaints

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Speaker 3: were from people who were never interested in buying a

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Speaker 3: suberru in the first place, or never even own one, like,

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Speaker 3: would not even consider it.

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Speaker 1: So it was kind of one of those things where we.

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Speaker 3: See people getting upset about things like I don't know,

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Speaker 3: going to gay clubs and be like, why does that

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Speaker 3: beget for gay people?

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Speaker 1: You're like, you had a gay club? What are you

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Speaker 1: doing here? What are you doing?

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Speaker 3: You know, Like it's kind of like that same thing again.

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Speaker 3: Suberu isn't the first company to create LGBTQIA centered ads,

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Speaker 3: but they were the first to openly proudly do so

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Speaker 3: and has continued to do so as well. And with that,

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Speaker 3: they offered things like the Rainbow card, which helped many

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Speaker 3: different causes, including giving millions of dollars to things like

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Speaker 3: HIV AIDS research and LGBTQIA centered causes. So they were

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Speaker 3: very specific in what they were doing. Even today, they

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Speaker 3: have options that you can donate through your purchase. They

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Speaker 3: have times and a lot of it, like I've seen

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Speaker 3: with helping animals and such. You know, again, and though

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Speaker 3: we know companies love to take to make money off

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Speaker 3: of marginalized communities, again, what Subaru did at the time

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Speaker 3: was a risk, and the fact that they have relatively

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Speaker 3: stayed loyal to the community is nice to see.

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Speaker 1: Like they have not back down.

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Speaker 3: They continue to do so there's no backing of like,

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Speaker 3: oh no, we're not well, we're not for the gas,

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Speaker 3: like they proudly stand up that and they're cool with that.

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Speaker 1: Of course, they're all.

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Speaker 3: Getto to stop saying helping with animals about the ecosystem.

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Speaker 3: And I say that like lightly because again they're still

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Speaker 3: automotive that builds new cars, so that doesn't help the

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Speaker 3: environment too much, and they don't have too many hybrid offerings.

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Speaker 3: They are doing more that I've seen, but I don't

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Speaker 3: think that's something they've done really well, we'll say, but

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Speaker 3: we'll see, you know, and if you're wondering, they do

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Speaker 3: have interesting accessories which I have not gone an into yet,

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Speaker 3: Like I haven't purchased any of them. But I do

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Speaker 3: lovingly call my car the super Woo.

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Speaker 2: She does, and I'm half convinced that's at least a

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Speaker 2: part of the reason why you went with it.

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Speaker 1: I did.

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Speaker 3: When we were going at car shopping, I did note

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Speaker 3: several several other the things that I wanted were more affordable.

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Speaker 1: With super Us.

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Speaker 3: I will say that, so I did get to have say,

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Speaker 3: but I want to supu Woo. And when we were

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Speaker 3: talking about looking at toyotas, I was like, but I

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Speaker 3: can't say super Woo.

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Speaker 1: It was a little disappointing to think of that.

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Speaker 3: No one seems to appreciate that more than you and

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Speaker 3: my partner, So I appreciate that you appreciate me. But yeah,

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Speaker 3: so that's interesting. I will say again, this is not

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Speaker 3: necessarily endorsement. I've only had this car this year and

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Speaker 3: thus far I do love it. But I feel like

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Speaker 3: because I had such an older model of a car

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Speaker 3: that had a lot of issues, that anything was an upgrade.

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Speaker 3: So I'm not a car in person. So I don't

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Speaker 3: know what to tell you. Then, Yes, I do love

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Speaker 3: mine currently, but I'll I'll come back to me in

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Speaker 3: five years tell me.

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Speaker 1: I'll tell you if it's lasted.

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Speaker 3: So, but I did find this the research interesting, and

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Speaker 3: I do hope I can find more companies that have

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Speaker 3: actually done well for communities like the queer communities, marginalized

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Speaker 3: people in general. You don't see too many. So even

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Speaker 3: though I'm not like EA capitalism, at least those who

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Speaker 3: have good practices are good to see.

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Speaker 4: Yeah, and I think it paid off for them, and

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Speaker 4: that's a lesson which other companies would learn. Because it's

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Speaker 4: funny that I never knew about all this ad campaign

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Speaker 4: or anything, but I still knew it was associated with lesbians.

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Speaker 2: And they they have a loyal fan base.

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Speaker 4: They like you said, they have people that are in

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Speaker 4: part because of this, like that is my car company.

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Speaker 2: They support me, I support them. I think that's worth

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Speaker 2: a lot. A win's a win, it is.

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Speaker 4: It is.

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Speaker 2: Well, thanks for bringing this story.

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Speaker 4: I don't know about this. It's very interesting to us,

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Speaker 4: Samantha H.

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Speaker 2: Listeners.

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Speaker 4: If you have any thoughts about this, please write in

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Speaker 4: and let us know. You can email us at hello

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Speaker 4: at stuff Onnever Told You dot com. You can find

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Speaker 4: us on Blue Sky at Mom's of podcast, or on

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Speaker 4: Instagram and TikTok at stuff I Never Told You. We're

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Speaker 4: also on YouTube and we have a book you can

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Speaker 4: get wherever you get your books.

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Speaker 2: Thanks as ays to.

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Speaker 4: A super producer, Christenior executive producer My and your contributor Joey.

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Speaker 2: Thank you and thanks to you for listening. Stuff I

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Speaker 2: Never Told You is prediction by heart Radio.

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