With over 60 years of history and a lineup that represents some of the greatest luxury, exclusivity, technology, performance, and design in the automotive industry, Lamborghini is one of the most cherished Italian automotive manufacturers. This year, the brand is celebrating International Women’s Day with a new video manifesto titled “Choose Your Own Drive,” which explores the themes of freedom and self-determination for women.
The video features three acts: beauty, formality, and social roles, which each show how stereotypes and societal expectations can be limiting. Through each, the video shows how what might seem like success can actually be a constraint. In the first scene, beauty turns into immobility, in the second, elegance becomes constraining, and in the third, jewelry becomes the symbol of a predefined and assigned role. The final scene, however, shows how the protagonist makes her own bold choice, which is to drive her Lamborghini.
The video not only celebrates International Women’s Day, but also comes as Lamborghini enjoys a growing female community over the past five years, with a 30 percent increase of women in the Lamborghini customer base in that time. Currently, roughly one in ten Lamborghini customers is a woman globally, ranging between 10 and 13 percent, with a profile that is on average, younger than Lamborghini’s male customers. Almost half of the women buying new Lamborghinis are under the age of 40 at the time of purchase.
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The introduction of the Lamborghini Urus, which significantly broadened Lamborghini’s customer base, played an important role in introducing more women to the brand and remains the most popular model among Lamborghini’s female customers, thanks to its balance of supercar performance, practicality, and luxurious comfort. Launched in 2023, “She Drives a Lambo” has held six events across four countries, with over 100 women discovering the brand.
Within Lamborghini as a manufacturer, roughly 20 percent of over 3,000 employees at the company are women. Lamborghini remains committed to closing the gender pay gap and ensuring other equitable policies, and also to including fathers in work-life balance policies. With “Choose Your Own Drive,” rather than celebrating a triumph, Lamborghini showcases that freedom requires a constant commitment to cultural change.
Image Source: Lamborghini
