Subaru Marketing Postcard, "It's Not a Choice. It's the Way We're Built, circa 2002
01
Artifact Overview
Market research in the early 1990s revealed that Subaru of America had a significant number of lesbian customers. The company launched an ad campaign with messages that appealed specifically to LGBTQ+ consumers. The slogan on this postcard, "It's Not a Choice. It's the Way We're Built.," referred to Subaru's standard all-wheel drive while also making a statement on LGBTQ+ identity.
Artifact Details
Artifact
Postcard
Date Made
circa 2000
Subject Date
circa 2000
Creators
Collection Title
Location
Not on exhibit to the public.
Object ID
2024.102.1
Credit
From the Collections of The Henry Ford.
Material
Paper (Fiber product)
Card stock
Technique
Printing (Process)
Color
Multicolored
Dimensions
Height: 6 in
Width: 4.25 in
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