Subaru’s History of Inclusive Marketing: “It’s Not a Choice, It’s the Way We’re Built”

A Brand Known for Welcoming All

Over the years, Subaru has become recognized for authentic advertising that speaks to a wide range of customers and communities. One notable example is the campaign featuring the line: “It’s not a choice, it’s the way we’re built.” The message reflected Subaru’s core values—confidence in who the brand is and respect for the people it serves.

Context Behind the Campaign

In the 1990s and early 2000s, Subaru noticed strong enthusiasm among diverse groups—outdoor enthusiasts, educators, and many LGBTQ+ drivers. Rather than sidestep this, Subaru embraced authentic representation, crafting ads that celebrated individuality and connection. The “It’s not a choice” line underscored that Subaru’s welcoming culture is part of its DNA, much like standard all-wheel drive and everyday usability.

Why It Resonated

• Authenticity: The message reflected real customer insights and lived experiences.
• Inclusivity: It signaled that Subaru—and the Subaru community—are for everyone.
• Values Alignment: Respectful representation built trust and long-term loyalty.

What It Means for Utah Drivers Today

At Mark Miller Subaru Midtown, we carry forward those values in how we serve our neighbors in South Salt Lake, West Valley, Taylorsville, Millcreek, Park City, Cottonwood Heights, and beyond. Whether you’re navigating winter roads, planning a road trip to Moab, or heading up Little Cottonwood Canyon, our aim is simple: make sure every guest feels welcome, respected, and supported.

Our Commitment

We believe great vehicles are built for real life—and great dealerships are built for real people. That means transparent pricing, attentive service, and a welcoming showroom for every customer who walks through our doors.