‘Choose your own drive’ film from Lamborghini honors International Women’s Day

March 10, 2026

The “Choose Your Own Drive” film considers how women are breaking free from societal expectations. Image credit: Lamborghini

By Kiran Gill

Italian automaker Lamborghini is honoring its female customers who make up a growing contingency of its global customer base with a new marketing initiative.

To mark International Women’s Day on March 8, the marque released the “Choose Your Own Drive” film, which explores ideas of freedom and womanhood. As one in ten Lamborghini customers around the world is a woman, the project is part of a broader initiative from the brand to position women as key participants in the automobile industry.

Women forward
“Choose Your Own Drive” presents a three-part narrative that considers how expectations around “beauty, formality and social rules” act as invisible constraints on women.

In the film’s opening scenes, the female protagonist is immobilized by the dictates of societal expectations. She gains agency at the end of the film, when she enters her Lamborghini and clips the seatbelt into place.

Lamborghini presents a film for International Women's Day

The company shared that in the last five years, the number of women in its customer base has increased 30 percent, with a higher concentration of Lamborghini owners in the Asia-Pacific region, most notably in China and Korea.

Lamborghini’s customer base of women is also younger than the male demographic, with almost 50 percent of women purchasing Lamborghinis when they are under the age of 40 at the time of the purchase.

The Lamborghini Urus (see story), first unveiled in 2017, has played a pivotal role in expanding and diversifying the brand’s customer base. The Super SUV is notable for its performance capabilities and sleek design; it also records a high share of women buyers.

Inside the company, women account for 20 percent of the company’s 3000 employees. The number of women in managerial positions within the company has also risen in recent years and now stands at about 20 percent.

She drives a Lambo
Since 2023, Lamborghini has positioned women drivers as central to its business with its #SheDrivesaLambo campaign.

The first edition of “She Drives a Lambo” featured six events across four countries in which more than one hundred women drivers engaged in a curated experience.

The Arizona retreat offered attendees the opportunity to drive a variety of Lamborghini signatures. Image credit: Lamborghini

For the company’s second annual She Drives a Lambo retreat, the company invited 35 of its women clients to Sedona, Arizona, for a three-day-long event inclusive of test-drives, debuts, live music and wellness experiences (see story).

Last year, for the third European edition of its initiative, Lamborghini hosted an international group for two days in Courchevel, where drivers participated in a two-day driving and leadership program (see story).

The event followed in the wake of the company’s Women's History Month celebration, in which women were invited to embark on a road trip from Dubai to Ras Al Khaimah, United Arab Emirates (see story).

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‘Choose your own drive’ film from Lamborghini honors International Women’s Day

‘Choose your own drive’ film from Lamborghini honors International Women’s Day

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