Why Are Subarus “The Lesbian Car?”

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The marketing that made Subaru the car of choice for lesbians

Co-authored by Luke Smith, MFA

Last Updated: September 25, 2025 Fact Checked

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“Subaru Lesbian” Meaning

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Stereotype Origins

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Similar Terms

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Lesbians come in all shapes and sizes. Some of them come in Subarus. If you’re a part of the LGBTQ+ community (or if you’ve been on TikTok recently), you may have heard of Subaru lesbians, but what does that mean? Keep reading as we explain everything you need to know about this lighthearted stereotype, including what Subaru lesbians are, where the stereotype came from, and more.

Subaru Lesbian Meaning

A “Subaru lesbian” is a lighthearted stereotype of the kind of lesbian who owns a Subaru, likes outdoor activities like hiking and camping, leans butch, and has a sort of edgy or alternative vibe. The joke became popular in the ‘90s, when Subaru began marketing to lesbians and the larger queer community.

Section 1 of 3:

What is a Subaru lesbian?

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A Subaru lesbian is an outdoorsy, alternative stereotype of lesbians. A “Subaru lesbian” refers to a certain kind of lesbian: one who’s middle-class (or higher), leans butch, is at least somewhat educated, but who also has a slight edge to her. She probably has a couple of pairs of hiking boots, lets her dog roam off-leash, and has dyed, short-ish hair. She’s got tattoos, likes live music, maybe microbrews, and probably has an educated, high-paying office-y job. And of course, a Subaru lesbian drives a Subaru.^{[1]
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- The joke has been popular since the ‘90s and has been big on social media, within (and outside of) the LGBTQ+ community, and even in pop culture. It’s even mentioned in an SNL skit. Recently, it’s found new life thanks to TikTok.
- Of course, like all stereotypes, it’s a pretty big generalization, and not every Subaru lesbian will check all the boxes, but you get the overall vibe.
- The term isn’t usually derogatory or hateful, but it is satirical and tongue-in-cheek, and usually used by lesbians themselves.

Section 2 of 3:

Why do many lesbians seem to like Subarus?

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Subarus are practical and outdoorsy, which many lesbians appreciate. Subarus are emblematic of what many Subaru lesbians value, which makes the car sort of a mascot for them. Subarus are often affordable, practical, not terribly showy or pretentious, and are still outdoorsy and rugged. Many of those adjectives also apply to many lesbians, so it makes sense that they’re naturally drawn to the car.
- The cars are also compatible with a certain lifestyle that many lesbians enjoy: outdoorsy, adventurous, and capable, but still domestic.
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Subaru targeted the gay community in its early advertising. When Subaru came to the U.S., the brand decided to carve its own marketing niche rather than compete with huge, already established U.S. car brands. In the ‘90s, the ads skewed toward the liberal and agricultural communities, as well as the queer community. This intentional, targeted advertising won points with lesbians, and soon Subaru was known as a queer-friendly car brand.^{[2]
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- Many of the ads included queer in-jokes and lots of gay winking with slogans like “Get out. And stay out,” and “Entirely comfortable with its orientation.”
- Later ads were more overtly queer, like one that featured two men and the words “Where will you go? Who will you take with you?” Even later, ads featured pride flags and rainbows.
- These nods to queer people helped the brand get many new queer customers, which is an image that it’s maintained through the years, though not quite as intensely as before.

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Similar Terms

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U-Haul lesbians A U-Haul is a rentable moving truck. “U-Haul lesbians” is a sort of joke that describes the kind of lesbians who move in together and become deeply committed to each other after a super short period of knowing each other. According to the joke, they’re renting that U-Haul and moving in after just a couple weeks.
- Some people even humorously consider U-Haul trucks to be a lesbian symbol.
A chapstick lesbian is someone who has masculine traits, but who doesn’t quite fit the “butch” label. They often dress and act more “masculine” than other lesbians and are sporty and practical, similar to a Subaru lesbian. They’re the tomboys of the lesbian world.^{[3]
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A lipstick lesbian is a lesbian who presents as more traditionally feminine. They usually enjoy makeup, wear dresses and skirts or other “feminine” clothing, and identify with attributes society thinks of as “feminine,” like following the lead in a relationship.