Women are gaining ground in the automotive market
Women are redefining the landscape of the Italian car market. According to the latest UNRAE analysis, in 2024, women accounted for 41.7% of new car registrations, up from 40.6% in 2023. In the used car market, female presence continues to grow, reaching 39%.
Geographically, Central Italy stands out for a higher incidence of female purchases compared to other areas of the country. This growth highlights a shift in mobility habits and purchasing choices among Italian women drivers.
Buying choices: models, fuel types, and budget
Data analysis reveals that the average price of new cars purchased by women in 2024 stabilized at €24,500, a lower figure compared to the €30,600 spent by men. This price gap has remained steady over the years, with a more pronounced difference in Northeastern Italy.
Regarding market preferences, women favor A-segment (17.4%) and B-segment (65.3%) cars, showing a strong interest in SUVs (50.3%), although to a lesser extent than men. In terms of fuel types, hybrid vehicles (HEV) took the lead with a 37.9% share, while LPG increased to 15.2%. Petrol cars continue to decline but still represent 37.5% of purchases, remaining more popular among women than among men.
The adoption of electric vehicles (BEV) remains limited among female buyers, reaching only 3%, compared to 4.5%among men. Similarly, plug-in hybrid (PHEV) vehicles have not gained significant traction, dropping to just 1%.
A distinct color identity: women’s car preferences
Women’s color preferences reflect a well-defined taste. Gray (32.9%) is the most favored color, followed by white (25.0%), while black (16.8%) and blue (11.0%) are less common choices. This trend aligns with male preferences, although men show an even stronger preference for gray (36.5%).
Who is driving the change?
By the end of 2024, 40.3% of private cars on Italian roads were driven by women, a steadily growing figure. Even in the automotive sector workforce, while women still make up only 19%, their presence is expected to increase as market dynamics evolve.
The future of female mobility
UNRAE’s analysis demonstrates that women play an increasingly central role in the automotive industry. The shift in buying preferences, the adoption of hybrid and eco-friendly technologies, and the growing female presence in the car fleet outline a future where mobility will be increasingly influenced by women’s choices.
Andrea Cardinali, General Director of UNRAE, emphasized that these insights provide a clear picture of the evolution of female mobility in Italy, offering valuable input for shaping future sustainable mobility strategies.
