Subaru built a new 250,000 square foot headquarters in Camden, New Jersey and relocated there in 2018. In May 2019 demolition started on the previous Subaru building in Cherry Hill.<ref>{{cite web |url=http://www.subaru.com/camden.html |title=Subaru - New Camden Home}}</ref>
In the United States, Subaru vehicles have been associated with being popular with lesbians. This comes from Subaru of America's marketing strategy from the 1990s1993, at a time when very few celebrities were out as LGBT and "Don't Ask, Don't Tell" and Defense of Marriage Act had just passed. Subaru was at the time marketing more towards niche groups such as skiers and kayakers. As all-wheel drive was becoming standard on all Subaru models, when looking for people willing to pay a premium for all-wheel drive, four possible core groups were identified, who at the time were responsible for half of Subaru's US sales: teachers and educators, health-care professionals, IT professionals, and outdoorsy types. A fifth group was found - single women living in places like Northampton, Massachusetts and Portland, Oregon, well known meccas of LGBT community. The lesbian Subaru customers liked that the cars were "good for outdoor trips, and good for hauling stuff without being as large as a truck or SUV, fitting them without being too flashy". Some Subaru ads for that reason have featured double entendres with LGBT-related terms. In addition, Subaru of America has actively supported the LGBT community, such as supporting the Rainbow Card providing dedicated benefits to the community, and has been credited with treating its LGBT customers as "people, not consumers".<ref>{{Cite web |last=Beedham |first=Matthew |date=2020-08-03 |title=How Subaru created the blueprint for selling cars to LGBTQIA+ consumers |url=https://thenextweb.com/news/how-subaru-created-the-blueprint-for-selling-cars-to-lgbtqi-consumers |access-date=2023-05-17 |website=TNW {{!}} Sustainability |language=en}}</ref><ref>{{Cite web |last=Priceonomics |first=Alex Mayyasi |date=2016-06-22 |title=How Subarus Came to Be Seen as Cars for Lesbians |url=https://www.theatlantic.com/business/archive/2016/06/how-subarus-came-to-be-seen-as-cars-for-lesbians/488042/ |access-date=2023-05-17 |website=The Atlantic |language=en}}</ref><ref>{{Cite web |last=Rode |first=Izzy |date=2014-01-02 |title=Outward Explainer: What’s With Lesbians and Subarus? |url=http://www.slate.com/blogs/outward/2014/01/02/lesbians_and_subarus_why_do_lesbians_love_outbacks_and_foresters.html |access-date=2023-05-17 |website=Slate Magazine}}</ref><ref>{{Cite web |last=Mayyasi |first=Alex |date=2016-05-23 |title=How an Ad Campaign Made Lesbians Fall in Love with Subaru |url=https://priceonomics.com/how-an-ad-campaign-made-lesbians-fall-in-love-with/ |access-date=2023-05-17 |website=Priceonomics |language=en}}</ref><ref>{{Cite web |last=News |first=A. B. C. |title=Companies Begin Marketing to Gay Market |url=https://abcnews.go.com/Business/story?id=89595&page=1 |access-date=2023-05-17 |website=ABC News |language=en}}</ref><ref>{{Cite web |last=Toce |first=Sarah |date=2018-09-16 |title=These Subaru ‘Lesbaru’ tweets are the reason we’re smiling today |url=https://www.lgbtqnation.com/2018/09/subaru-lesbaru-tweets-reason-smiling-today/ |access-date=2023-05-17 |website=LGBTQ Nation}}</ref><ref>{{Cite web |last=Rook |first=Erin |date=2016-06-23 |title=Lesbians didn’t create the Lezbaru, Subaru marketers did |url=https://www.lgbtqnation.com/2016/06/lesbians-didnt-created-lezbaru-subaru-marketers/ |access-date=2023-05-17 |website=LGBTQ Nation}}</ref> In a Car Talk e-mail nominations survey, Forester and Outback were ranked as #2 and #1, respectively, of "The Ultimate Lesbian Cars".<ref>{{Cite web |title=The Ultimate Gay and Lesbian Cars of All Time |url=https://www.cartalk.com/content/ultimate-gay-and-lesbian-cars-all-time-1 |website=Car Talk}}</ref>
