What does BRAT stand for in Subaru?
The BRAT acronym most commonly stands for Bi-drive Recreational All-terrain Transporter, a label Subaru attached to its 1970s-era small pickup-wagon to highlight its dual-drive setup and outdoor-ready appeal. The name has become a lasting piece of automotive lore beyond the showroom floor.
Origins of the BRAT name
The BRAT debuted in the late 1970s as a compact wagon-pickup built on Subaru’s small-car platform, designed to blend practical everyday use with light off‑road capability. The "Bi-drive" portion of the acronym was intended to signal a dual-drive concept—marketing emphasis on versatility for both paved roads and more rugged use—an idea that resonated with outdoor enthusiasts. The distinctive rear seating and bed area underscored its recreational identity and helped the model stand out in a crowded market.
Here are the most commonly cited interpretations of the acronym, along with notes on their origins and usage.
- Bi-drive Recreational All-terrain Transporter — the traditional and widely cited meaning used in Subaru advertising and automotive discussion.
- Boxer Recreational All-terrain Transporter — a less common variant cited by enthusiasts that ties BRAT to Subaru’s horizontally opposed “boxer” engine lineage; not a formal branding used in original marketing.
In broad terms, the canonical meaning remains Bi-drive Recreational All-terrain Transporter, with the Boxer reference appearing mainly as a retrospective engine-era association rather than an official expansion.
Design, drivetrain, and marketing context
The BRAT was designed as a lifestyle-oriented vehicle that combined a small pickup bed with four-door passenger seating, enabling outdoor gear to be carried while still offering seating for four. Its notable rear seating area and durable vinyl interior were part of its "recreational" appeal, as the name suggested. The intended implication of "Bi-drive" aligned with Subaru’s broader emphasis on versatile drivetrain technology during that era, which would evolve into the brand’s hallmark all-wheel-drive identity.
Legacy and cultural impact
Subaru’s BRAT left a lasting imprint on car culture as a quirky, practical vehicle that bridged family transport and outdoor adventure. The name continues to surface in discussions of Subaru’s history and the evolution of its all-wheel-drive lineup, underscoring the brand’s long-standing association with rugged practicality and off-road capability.
Summary
BRAT stands for Bi-drive Recreational All-terrain Transporter, a naming convention that highlighted Subaru’s dual-drive concept and outdoor-oriented design. While some enthusiasts point to Boxer-related interpretations to reflect the brand’s flat-engine heritage, the official and most widely accepted meaning remains Bi-drive Recreational All-terrain Transporter. The BRAT’s distinctive design and branding helped shape Subaru’s reputation for practical, adventure-ready vehicles that persists in the brand’s storytelling today.
Is Subaru a LGBTQ car?
No, cars do not have sexual orientations, but Subaru has become associated with the LGBTQ+ community, particularly lesbians, due to decades of strategic and inclusive marketing. Subaru identified lesbians as a key demographic in the 1990s and developed campaigns with subtle, coded messages that resonated with the community.
You can watch this video to learn about Subaru's marketing strategy: 59sAuto Agentic AIYouTube · Jul 15, 2025
- Targeted advertising: In the 1990s, Subaru was facing declining sales and launched a campaign specifically targeting lesbians. The marketing team found that lesbians were four times more likely to buy a Subaru and developed ads that spoke directly to this demographic.
- Subtle and coded messages: The campaigns featured subtle, queer-coded messages like license plates that read "XENA LVR" or "P-TOWN" (a reference to Provincetown, a popular gay vacation spot). Taglines also included double entendres, such as "Get out and stay out" and "It's not a choice. It's the way we're built".
- Authentic support: The company's commitment extended beyond advertising to include sponsorships of LGBTQ+ events and partnerships with LGBTQ+ causes. They became a founding sponsor of the Rainbow Card, a credit card that donated to gay and lesbian causes.
- Community perception: These efforts created a lasting and positive association. Many people within the LGBTQ+ community see Subaru as a brand that was inclusive and supportive at a time when many other companies were not.
Why was the Subaru BRAT discontinued?
The declining demand came as a result of Japanese customers shifting to station wagons at that time. In 1987, exports to North America ceased, but exports to Europe, Australia, Latin America, and New Zealand continued until 1994.
Can you legally ride in the back of a Subaru BRAT?
And 10 seconds on Google tells you there's no specific law on riding in the truck bed in 21 states, and it's perfectly legal to ride in the back above the age of 18 in over 40 states... and in the other states you can still ride back there with seat belts, or under specific conditions.
What is Subaru mooing?
"Moo Moo Subaru" is a community-driven trend where Subaru owners leave small toy cows on other Subaru vehicles as a sign of appreciation and camaraderie. It's similar to the "Duck Duck Jeep" trend and involves placing a cow, often with a note, on a fellow owner's car to brighten their day. The movement was inspired by the Subaru name rhyming with "moo" and a connection to the Subaru logo's representation of the Taurus constellation (a bull).
Key aspects of the Moo Moo Subaru movement:
- How it works: Participants leave a small toy cow on another Subaru they encounter. Often, a note saying "You have been Moo'd!" is included, sometimes with a QR code to a Facebook group.
- Inspiration: The trend was started by a Subaru owner who wanted a mascot for her car, similar to the rubber ducks left on Jeeps. She chose cows because "moo" rhymes with "Subaru" and because the Subaru logo is part of the Taurus constellation.
- Purpose: The goal is to spread joy and create a sense of connection among Subaru owners. It's a form of random act of kindness.
- Community: The movement has grown through social media, with large online groups dedicated to sharing "moo-ving" experiences.
- Variations: The type of cow can vary, from small figurines to keychains, and participants get creative with how they leave them.
