Ruote Borrani Merchandise

Borrani Americas now has available exclusive Ruote Borrani merchandise. We want to thank those of you who offered your opinions at events and through our Borrani Facebook page. It’s because of you that we now have a variety of items to offer.

Borrani Wire Wheel cleaning products

Maintaining your Borrani Wire Wheels doesn’t have to be a chore. Use the products the experts use in their shops and for concours events.

All too often the first thing we hear from people is how beautiful Borrani wire wheels are but how difficult they must be to clean.  We’ve been at this for such a long time that we sometimes forget many of you are just beginning to learn how to take care of your famed wire wheels. Let us save you some time and frustration. For 90 years Borrani has been building and cleaning wire wheels and now has available to you the same wash and wax formula used by Borrani Americas and by top restoration shops across the nation.

To really see a difference in your wire wheels we recommend both a wash and wax solution. The wash, Reveal,  is a specialized formula that lifts dirt and sheets it away but is still gentle enough to use on both classic and new Borrani Wheels. Borrani’s Reveal wheel wash also lessons the likelihood of water spots. To help in the cleaning process we tested a number of brushes and have made available our top recommendation. This brush reaches in between spokes to easily remove dirt and has a vinyl-coated wire stem to reach hard places and protect the wheel from scratches. To protect the integrity and beauty of your Borrani rim we also recommend a wax solution…Radiance. This formula will help prevent brake dust adhesion and pitting. This specially designed formula protects the metal to help keep your wire wheels cleaner, longer.

Borrani Logo Jacket

Borrani Jacket for Women

The famed red hand can also be found on clothing, mugs and hammers. Whether you want to clean and protect your rims, buy a knock-off as a paperweight or proudly wear the Borrani name we can help.

Again thank you for your input and if you have any additional ideas please contact us.




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