Lamborghini marks International Women's Day with "Choose your own drive" video

Sant'Agata Bolognese, 6 March 2026 – On the occasion of International Women's Day, Automobili Lamborghini presents the video manifesto "Choose your own drive", a project that explores, through a contemporary lens, the themes of freedom of choice and female self-determination.

The video unfolds as a symbolic journey in three acts – beauty, formality and social roles – illustrating how stereotypes, cultural expectations and predefined models can turn into invisible constraints. Simply "wanting to choose" is often not enough: what appears as identity or success can become a structure that limits actions.

In the first scene beauty becomes immobility; in the second, elegance becomes an imposed constraint that binds; in the third jewellery becomes a mask, symbolising an assigned role. Only in the final scene does the protagonist make a conscious decision: she chooses to bind herself solely to what she has decided for herself – the seatbelt of her Lamborghini. The only bond she has chosen.

A Growing Female Community

Over the past five years, the absolute number of women within the Lamborghini customer base has grown significantly, recording an increase of around 30%. Today, approximately one in ten Lamborghini customers globally is a woman, with higher percentages in the Asia-Pacific region.

The share of new female customers ranges between 10% and 13%, with a profile that is on average younger than that of male customers: nearly half of them are under 40 at the time of purchase.

Within the current range, Urus stands out as the model most appreciated by female customers, recording a higher share of women buyers than the rest of the line-up.

Women at Lamborghini

Automobili Lamborghini employs around 3,000 people, approximately 20% of whom are women. In recent years, the presence of women in managerial roles has grown steadily to around 20%.

This path is supported by the renewal of the UNI/PdR 125:2022 gender equality certification, first obtained in 2022. The gender pay gap is essentially closed, while work–life balance policies increasingly involve fathers as well.

Freedom as a Conscious Choice

With "Choose Your Own Drive," Automobili Lamborghini does not propose a celebratory message, but rather a clear stance: freedom is never guaranteed, but an achievement that requires commitment every single day to generate meaningful cultural change.

Images are for editorial use only.