This is perhaps one of the most important steps to a company’s success. Subaru, however, is very unique: Prior to the 90s, the company wasn 't really sure who was buying their cars, or who to market to. They saw rugged individuals who love the outdoors, doctors, engineers, families, and lesbians — an identity crisis ensued. Most car companies have a wide range of people buying their cars, Subaru was different: Sales were stagnant, and the company was panicked — something had to be done. Subaru hired a marketing expert to study the best marketing strategies (“How A Revolutionary Ad Campaign Helped To Turn Around Subaru,” King). The U.S. headquarters is located in Cherry Hill, New Jersey. After months of campaigning, sales started to pick up, and identity started to become …show more content…
After Subaru’s marketing campaign in the 90’s, it is a bit easier to target who drives Subaru Outbacks. There are the common stereotypes: Lesbians, people who love the outdoors, hippies — the list goes on. The thing Subaru found interesting, was that most (if not all) of these are true (“How A Revolutionary Ad Campaign Helped To Turn Around Subaru,” King). They played on this, and people began to see commercials full of outdoor adventures, maybe with a homosexual couple in the driver and passenger seat. This campaign, and so many others within so many more companies like this, just shows how the role of marketing is vital in a commodity