Italy: New cars now cost about 11 months of wages

A 2026 survey by Bain & Company and ANIASA finds that the average price of a new car in Italy has risen 52% since 2013, while household incomes have grown only 29%. As a result, buying a new vehicle now requires roughly 11 monthly salaries, up from five in the early 2000s.

Nearly 60% of Italian respondents say they have postponed or abandoned a new‑car purchase, citing income uncertainty (36%) and high prices (25%). To revive demand, 30% call for public incentives, 26% seek price discounts and 12% want more flexible financing.

Higher overall mobility costs – fuel, insurance, maintenance – have pushed many families toward alternative solutions such as long‑term leasing, car‑sharing and digital price‑comparison tools. The rising expense also fuels growth in the used‑car market, where diesel remains the most popular fuel (32% nationally) and electric models gain traction in central regions. Certified‑pre‑owned vehicles are promoted for their lower depreciation, warranty coverage and immediate availability.

The survey underscores a broader challenge for the Italian automotive sector: balancing rising vehicle prices, shifting consumer preferences and the need for affordable access, especially as competition from lower‑priced Chinese models intensifies.