European ride-hailing platform Bolt has officially launched operations in Milan, marking the first step in its strategy to expand across Italy and reshape the country’s urban transportation sector.
The Estonia-based mobility company has partnered with hundreds of drivers in Milan, including licensed taxi operators and private hire vehicle drivers. Through this expansion, Bolt aims to serve millions of rides during its first year of operations in the city, according to founder and Chief Executive Officer Markus Villig.
Speaking about the company’s plans, Villig highlighted the significant growth opportunities available in the Italian market.
“The market in Italy is at an early stage. We have a long-term view,” Villig said in an interview. He added that Bolt intends to expand beyond Milan and enter other regions of Italy, leveraging the country’s strong tourism industry and growing demand for urban mobility solutions.
“We can bring better product and better service to customers, and we are here today to help drivers get more income,” he said.
With its entry into Italy, Bolt now operates in 26 of the 27 member states of the European Union, further strengthening its position as one of Europe’s leading mobility platforms.
Despite the presence of ride-hailing services, Italy’s transportation market remains highly regulated. The sector continues to operate under legislation introduced in 1992, which strictly separates licensed taxis from chauffeur-driven hire vehicles. Additionally, local authorities maintain tight control over the issuance of taxi licences, limiting the supply of drivers in many cities.
According to Villig, these restrictions have contributed to a significant gap between supply and demand.
“There are not enough drivers for the demand in Italy,” Villig said. “The market would grow in Italy if the regulator clears the path for new suppliers. It would develop differently.”
Although Bolt sees substantial long-term potential in Italy, the company does not expect to generate profits from its Italian operations within the next five years. Instead, it plans to focus on market expansion, customer acquisition, and regulatory engagement while building a sustainable presence in the country.
At the same time, some traditional taxi drivers have expressed concerns about increased competition from ride-hailing platforms.
“We work with a meter and fares set by the municipality because this is a public service,” one driver said. “Instead, apps set their own prices, take commissions, and pay drivers weeks later. That’s not fair competition.”
The debate reflects broader tensions within Italy’s transportation sector as digital mobility platforms seek greater market access while traditional operators advocate for regulatory protections.
Bolt’s arrival in Milan comes amid increasing demand for app-based transportation services across Europe. Consumers are increasingly seeking convenient, technology-driven mobility solutions, while drivers look for additional earning opportunities through digital platforms. As a result, competition among ride-hailing companies continues to intensify across key European markets.
Bolt’s launch in Milan represents a significant milestone in its European expansion strategy and highlights its ambition to become a major player in Italy’s transportation industry. While regulatory challenges and competition from established operators remain significant hurdles, the company believes the Italian market offers substantial long-term growth potential. By focusing on customer experience, driver earnings, and strategic expansion, Bolt aims to capitalize on evolving mobility trends and strengthen its presence in one of Europe’s largest travel and tourism markets.
