Keeping the Art in Automobiles

Borrani Americas

Hand-Drilled Holes on Borrani Wheels

There is something to be said about a product being made by hand. A certain amount of character and emotion are put into each item that is produced. In a world where everything is becoming much more automated, where can the true art be found that comes from products that are hand made? On the road, just inches above the pavement, this art can be seen in the form of Borrani wire wheels.

Luckily artistic, true skill can be found in the automobile industry. Yes, robots and machines crank out most cars and automobiles that are made today, but many classic older automobiles are re-crafted and fine tuned by hand. Route Borrani Milano still pours the man-hours and effort into every single set of rims that come out of its factory – and has done this for over ninety years.

What does hand made mean exactly? This means that holes are hand-pressed, wire spokes are threaded by hand, and the spokes are tightened by hand with a wrench. I realize this sounds basic and lame, but in today’s society and norms, “handmade” doesn’t necessarily mean, “made with hands.” I believe there is something about art that is valuable and should be preserved. Borrani wire wheels keep the art on the pavement. The glistening wire wheels and spokes of Borrani wheels serve as a reminder to what true art looks like in automobiles. And the beauty is – almost any classic car can be upgraded to these rims!

What do you think? Is there value in having quality parts on your vehicle handmade or do you think the automation of robots and machines are better for the industry?


A Little Bit About Us – Borrani Americas

Classic Borrani Rims on Ferrari Lusso

What are Borrani Rims?  For those new to the automotive-enthusiast-world, Borrani Rims have a long history with the highest quality car manufacturers in the world by supplying an extremely high quality handmade wire rim that adds style, decreases weight, and increases value to a car.  Even still to this day, Borrani wire wheels are made by hand to suite cars made by Ferrari, Maserati, Alfa Romeo, Aston Martin, Fiat, and many others (both new and old).

Established in 2010, Borrani Americas partnered with Ruote Borrani Milano to be the exclusive importer and restorer of Borrani rims in North, Central and South America. Headquartered in Neenah, WI Borrani America’s has a long history with Italy and the use of their quality products.

The partnership between Ruote Borrani Milano and Borrani Americas dates back to the 1970s through our parent company Motion Products, Inc. (MPI).  Over the years, MPI became the largest importer and restorer of Borrani rims in the United States. Their reputation as the premier classic and contemporary restoration shop in the nation has awarded them world-wide recognition for their work on Ferrari’s and other exotic and luxury cars. MPI has traveled throughout the United States and overseas showcasing their work and to their credit they have been able to include 100-point class winners in the Ferrari category at Pebble Beach Concours d’Elegance, top honors at the Italian Villa c’Este Concours d’Eleganza and have become the largest supplier of show cars at the Palm Beach Cavallino Classic. MPI’s work has also been featured in such publications as Vintage Motorsports, Cavallino and Froilan (Argentina).

In 2009, Ruote Borrani Milano met with MPI’s owner and operations manager to talk about a partnership to establish a home base for Borrani rims in the Americas. With the deep-rooted history between these two organizations it was decided to establish Borrani Americas.  With a foothold in the Americas through their classic line of rims, Ruote Borrani Milano felt Borrani Americas would be the ideal partner to help release their new modern rims into this market. And thus began the history of Borrani Americas.