Lamborghini has marked International Women’s Day with a new video manifesto, but the more interesting story sits behind the camera: women now make up around one in 10 of the brand’s global customers, and that number is still climbing.
Released this past weekend, the short film is titled Choose Your Own Drive and centres on female self-determination. It plays out in three acts (beauty, formality and social roles) before ending with the protagonist choosing what Lamborghini calls the only bond she has decided for herself: the seatbelt of her own car. It is a tidy piece of symbolism, even if the subtext arrives wearing a sharp Italian suit.
More women, younger buyers
According to Lamborghini, the absolute number of women in its customer base has risen by about 30% over the past five years. The share of new female buyers now sits between 10 and 13%, with nearly half of them under 40 at the time of purchase. Higher representation is being seen in Asia-Pacific, especially in China and Korea.
The brand says this shift has tracked with the first cycle of the Urus, which helped widen its audience beyond the traditional supercar crowd. Among the current range, Urus is the model most popular with female buyers and, in some markets, sits well above Lamborghini’s global average for women customers.
Not just a marketing line?
Lamborghini is also keen to show this is not limited to customer-facing campaigns. The company says it employs around 3000 people, with women making up roughly 20% of the workforce. It adds that female representation in management has also grown to around 20%.
The Italian marque also points to the renewal of its UNI/PdR 125:2022 gender equality certification, first obtained in 2022. That framework covers areas including pay equity, recruitment, career development, parental support, organisational flexibility and workplace protection. Lamborghini says its gender pay gap is essentially closed.
The message behind the movie
In its own words, Lamborghini says Choose Your Own Drive is not meant as a simple celebration, but as “a clear stance” on freedom and inclusion. Fair enough.
Strip away the manifesto language, and there is still a useful business angle here: the customer profile for high-end performance brands is changing, and Lamborghini clearly wants to be seen meeting that shift head-on.
