Borrani History…

Borrani has a reputation of being the “Gold Standard” of wire wheels. Our rims are known for their reliability and elegance but where did this come from? Rudge Whitworth Milano was established in Milan, Italy on April 22, 1922. The owner, Carlo Borrani was born in Napa City, CA in 1887. His family had emigrated to the U.S. looking for a better life. Just after WWI he met his future partner Ettore Ambrosetti.

Here pictured is the classic Carlo Borrani S.A. Logo of old

Carlo saw the automotive industry rapidly expanding and proposed to Ettore a new and exciting business venture that would take him back to his European home. This was the beginning of the remarkable Borrani wire wheel story. Carlo purchased the Rudge Witworth license from Coventry, Great Britain. Whitworth had registered a patent for mounting a wheel on a hub by a unique splined drum fixed by one center lock nut. Borrani bought this license and set up shop in Milan, Italy. The company then called Rudge Withworth was focused on wheels for cars, motorbikes and cycles. The success was immediate, the lightness and fast mounting of the wheels aroused the interest from the most important race car designers. Within the first year of business Alfa Romeo, Auto Union, Bianchi, Isotta Franschini, Itala, Fiat and Lancia all started to equip their racing and luxury road cars with Borrani wheels.

Borrani never went to a race, personally drove a car or even applied for a driver license as he was convinced he would be too distracted to be able to sit behind a steering wheel.

The association with Enzo Ferrari started during the 1924 “Coppa Acerbo” when Enzo achieved one of the best results of his racing career. He had an Alfa Romeo equipped with Rudge Whitworth wheels. From that point on Ferrari always used Borrani wheels for his “Scuderia Ferrari” while racing Alfas, motorcycles and later with his own production vehicles – Ferrari.

In the early 1930s Borrani started to experiment with light, rigid aluminum rims to replace the usual steel wheels, reducing the rotating mass and obtaining perfect rim roundness these wheels were called “DD” and the basis of them remains to this day the main characteristic of all Borrani wheel.

In 1937 Carlo Borrani pasted away and his son Cesare, a young engineer, took over the company. At the beginning of 1939 he was forced by the Italian government to modify the company name from Rudge Whitworth to a more Italian sounding name. So in memory of his father who started the company he renamed it Carlo Borrani S.A. Then again in 1924 during WWII to Carlo Borrani S.p.A.

Borrani branched out into other industries including aviation. Until 1943 Borrani designed brake and hydraulic control systems, shocks, fuel pumps and of course wheels. This was directed by a branch of the company based in Rome, Italy called Sezione Avio. The company icon was the traditional Borrani hand logo with the addition of a pair of wings.

The post war period for Borrani was a roaring success, serving
such famous manufactures as Ferrari, Maserati, Alfa Romeo,
Aston Martin and later in the 1960s Lamborghini and Ford
(for their famous GT40) plus many others in the racing field and for road cars.

By 1955 production volumes were increasing and by 1961 Borrani’s production numbers were at 1,500 car and 5,000 motorcycle wheels per month. A new location was found and the name changed to Ruote Borrani. 

The late 1960’s and early 1970’s for Borrani was a period of great change. The automotive manufacturers began to equip their cars with the new style of cast alloy wheels, a change that had occurred in racing circles about 10 years earlier. This new “fashion” indicated the fading popularity of wire wheels for cars. Motorcycle wheel production however was running at over 15,000 pieces per month. All the main motorcycle brands used the Borrani “RM Record” wheels such as BSA, MV Augsta, Guzzi, Harley Davidson, Gilera, etc.

The 1980’s and 1990’s found production at this all-time low. The company was mainly serving its clients that were in need of replacements or restoration of original wheels.

From 2004, Ruote Borrani has been operating from the south side of Milan. Production has steadily increased and a new line of rims was introduced in 2010. Borrani is also reaching out to establish themselves internationally. Borrani Americas was established in 2010 as the exclusive importer and restorer of rims to North and South America.

To stay current on all Borrani happenings “like” our Facebook page. Keep your eyes open as a new website launch will soon be here.

Borrani has always had the reputation of being the "Gold Standard" of wire wheels. This remains the same today with new introductions of X-Ray Rims and S-Ray Rims for newer models.

Lone Star Roundup – Hot Rod Heaven… With Wire Wheels?

Join Borrani Americas at the 2012 Lone Star Roundup in Austin, TX April 13-15. (www.lonestarroundup.com)

We’ll have two vehicles showcasing our dynamic rims. The first is a 1926 Ford being restored by Mercury Charlie (www.mercurycharlie.com). Charlie is one of the leading restorers in Austin. You may remember his name from his work on Sweet Nadine. This 1951 Mercury Coupe won top awards and was featured in the Rodder’s Journal. http://rodders.netricksmedia.com/ – page 66-77.

After the completion of his Ford, Charlie plans on taking his newest ride into the judging circuit. We think you’ll be seeing a lot of this car in the upcoming months.  Stop by the grounds to see Charlie’s hand-made rims and special engraved knock-offs.

The Lone Star Roundup is in its 11^th year and going strong. The show has amazing cars, musicians and artists from across the country. Started as a small gathering of gearheads who had a love for hotrods and customs this event has turned into one of the largest shows around. With over 1,500 show cars and 15,000 spectators the Lone Star Roundup has a little for everyone. Learn more about the event here. http://www.lonestarroundup.com

Stop by Borrani’s booth on the grounds to see some outstanding cars and talk to a number amazing people. In our booth area will be Jim Wallner and Beth Nelson from Borrani Americas and the head of the Borrani Classic Division, Matteo Bosisio from Italy. Matteo is the designer and craftsman of these one-of-a-kind hand-made rims.

In addition you’ll have an opportunity to meet:

• Mercury Charlie www.mercurycharlie.com
• Gene Winfield www.genewindfield.org
• John D’Agostino www.johndagostinokustomkars.com
• Anna Lorenzi www.aemgarage.com

Our second show car is a 1957 Caddy. This vehicle is owned by Roundup organizer Steve Wertheimer.  Steve’s couldn’t wait to put a set of these spoked beauties on his car. Steve would love the opportunity to talk to you about his car and the custom hand-made wheels. Stop by at the Travis County Expo Center during the event or downtown at Jo’s Parking Lot or Continental Club on Congress Street. He’s always got time to talk about his pride and joy!

Borrani Wire Wheels on a Hot Rod

Borrani Wire Wheels can be the icing on the cake for your custom ride!

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

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.

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 borranism@gmail.com if you are interested at all in helping contribute!  Thanks and keep on rollin’ on those roads!

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 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?

Keeping the Art in Automobiles

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

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.