The Building of a Brand – Evolution of the Borrani Red Hand

Borrani Americas

Here we can see the newest version of the Borrani logo on their newest set of X-Ray rims

As rumor would have it…the origins of the famous Borrani red hand is Irish Gaelic and initially brought over when Carlo Borrani purchased the patent from Rudge Whitworth in Coventry. The Rudge Whitworth system on center-locking was already established in the car business, so Borrani decided to keep the same logo only changing the name on the bottom. What does it stand for? Is it to remind people that Borrani rims are hand-made? Does it represent the 5 points of pride for Borrani (Passion, Prestige, Prestige, Competence, Reliability and Distinction)? No in fact the logo was incorporated by Daniel Rudge – it is the Red Hand of Ulster.

The Red Hand of Ulster was a mythic symbol used in the north side if Ireland where Whitworth came from. He used this from the time he built bicycles in the late 1800’s adding the spoke background later. The legend of the red hand comes from Pagan times. The story is about a mythical Viking king who made his two sons compete against one another for his kingdom. The king declared a boat race should take place and whoever’s hand is the first to touch the shore of Ulster shall be made king. One of the brothers, who was losing the race, decided to cut off his right hand and throw it on shore – thus making himself king.

Borrani Americas

Automotive History - The Evolution of the Borrani Red Hand


Calling All Auto and Car Bloggers!

Do you blog about the automotive industry? Do you like to write about your special car you have in your garage? Better yet, do you have any experience with Borrani wire wheels? If yes, we would LOVE to feature you in our new blog.  If you help contribute, we’re going to help promote your blog across our own as well as our Facebook fan page and following. We’re looking for stories of personal experiences with Borrani wire wheels, new or old. Please send an email to if you are interested at all in helping contribute!  Thanks and keep on rollin’ on those roads!

Borrani Americas Blog

Looking for contributors for our new blog! Do you have any experience with Borrani wire wheels?

Authentic Design, Original Craftsmanship… ALL Important

When replacing an authentic part on a priceless, timeless automobile, how far would you go to ensure the part is absolutely authentic?  This question couldn’t be more pertinent than when talking about the restoration of a classic automobile.  What if you were to restore your prized car only to find out that the restored part you put on it wasn’t the same as the original. Heartbreak.

Route Borrani Milano in Italy still houses all of the original designs, as they were drawn for specific cars through the decades of production.  What does this mean for you? This means that when you get a set of Borrani rims made (by hand), they will be manufactured exactly to the same specifications that they were when they were originally produced for your car.  How much more authentic can you get? View our video here to see what we mean. (Video courtesy of our dealers A&M Garage in Texas)

The Route Borrani Milano factory in Italy is still incredibly rich with history and loaded with authentic pride. When you pour your entire heart and soul into a vehicle, the last thing you want to do is skimp out on the details.  Rest assured that the details are taken care of with your wheels.

Authenticity Matters When Restoring a Priceless Car


Hot Roddin’ Borrani Wheels!

Typically, Borrani wire wheels were made for high-end Italian racecars such as Ferraris or Maseratis, but Borrani is set to bring new flare to an old custom. Hot rods have long been an extremely popular method for car enthusiasts to show off their work, perfect their craft, and express their style.  For decades, gearheads and artists have shown off their work with hot rods and many times strive to create something entirely unique and expressive of their own personality. Borrani wire wheels are ready to take hot rods to the next level.

Eric Clapton's Borrani Hot Rod

Eric Clapton's 1932 four-door Ford Victoria is the perfect example of a new wave of hot rod wheels

The sparkling spokes, unique knock-offs, and history of excellence make a huge impression when a car is first seen entering a scene. This is the perfect marriage of class and uniqueness for the hot rod industry. The Rodder’s Journal recently featured Eric Clapton’s 1932 Ford Victoria dressed in shiny new Borrani wheels.  Cars like this set the stage for many hot rods to come.

Borranis are going to be shown off on some beauties at the Lonestar Round Up in Austin, Texas in April.  We’re excited to show how they can bring hot rods to the next level and excited to turn some heads when the cars are driven on to the lot.  What do you think? Do you think these rims are a perfect match for the hot rod industry?