Guido Borghi, have you ever been called Cumènda?
“Honestly, no…”.
But would she have liked to adopt her father’s historical nickname, Giovanni?
“My father was one of a kind… I am the son of a great man.”
What was he thinking?
“At first he liked it. Then, after receiving an honorary doctorate, he wanted to call himself an engineer.
Did Dad ever talk about his humble birth?
“He remembered that he only reached sixth grade in school because he started helping the family at the age of ten. At the Milan company Isola the jobs were interesting: electrical systems, plumbing systems… Hands counted a lot and having family hands was an added value.”
What was the crucial element in the creation of the Ignis Empire?
“His greatest intuition: to replace electric stoves and stoves with gas appliances.” At the European trade fair in Milan, he took up a room in which he demonstrated that in this way he halved the boiling time of water. It was the year in which he made an agreement with Pibigas to conquer Italy. He was an exceptional marketer and sport was the next step: he started the Giro d’Italia in 1954 and helped a Spanish team.
The sponsorship introduced the Ignis brand.
“The first was in boxing, in memory of a brother who had a passion for boxing and died in an accident. The leap in quality came in cycling, even if we continued with boxing: with the exception of Nino Benvenuti, the great champions passed through us. We couldn’t take Benvenuti because we had Sandro Mazzinghi, his rival.
How much does Italy owe Giovanni Borghi during the boom and vice versa?
“Dad was a protagonist of this Italy: he has no debts. He had impressive speed, he was open and direct. In an interview with Rai – the Rai of his time, I emphasize – he admitted that the “bribes” were unfortunately necessary.”
How did he manage his relationships with her and her sister Midia?
“He loved us immensely, but like many fathers, he had a soft spot for his daughter.”
He went to the cinema to play the piano and accompany silent films.
“His mother played the piano: she taught her son the technique. Dad also had an ear. I learned a song and said to him, “Help me sing it.” In no time he found the arrangements. Then there was the family tradition thanks to my cousin Fedele Confalonieri, son of Luigia Borghi, who graduated from the conservatory.”
How was your relationship with Fedele?
“Of worship. There was a Spanish pianist, José Iturbi, who was very popular in Hollywood films. But my father said to his nephew: “You are better!” And he asked him to play.”
If the workshop had not been bombed, he might have stayed in Milan. Would there have been Ignis in this case?
“Ignis would certainly have been there, and almost certainly always in the Varese area because my grandfather had a house in Comerio.”
The good relationship with the brothers failed.
“The company was linked to the three Borghi brothers and initially also to their uncle Ernani, Fedele’s father. The leader was my father, but he left “Guido Borghi e Figli” because his brothers did not agree with the investments. He wanted to build a new factory, but his grandfather said, “I won’t sign any more bills.” So Dad went to the bank, got the money and disappeared. After a while, his grandfather wrote to him and asked him to come back. Although he was ready to go it alone, he returned to the company.
Is it true that you bought 200 refrigerators to understand your competitors’ strengths and weaknesses?
“We visited various companies in the USA. He bought refrigerators and imported them. While the Americans installed the polyurethane panels, he caused the substance inside the refrigerator to expand, providing better insulation. Ultimately, his idea for the compressor made the difference.”
He had a paternalistic vision but was loved by his employees.
“He knew them all and welcomed them all, he was generous.” He made workers partners in his companies, so unions were excluded. The industrialists have caused him a thousand problems.”
Lotta Continua created the refrain “Master Borghi, stinking pig”…
“It didn’t hurt him. Just think: he had no bodyguards, he walked around alone.
They almost saw him as a fascist.
“Instead he was a great socialist. He sold Pietro Anastasi to Juventus and not to Inter, not so much for the money, but because Agnelli made compressors with Aspera: the price of 500 million lire was largely paid with an “exchange of goods”. Anastasi has been an ambassador for work and business continuity.”
Gaber mentions him in the song “Lui” among the apostles, along with Sant’Agnelli, San Pirelli, San Marzotto dei filati…
“With one clarification: Dad always took care of everything himself.”
Unfortunately, the health problems began in 1968.
“He died too early, at 65.” In 1968 he suffered a heart attack. Five terrible years followed during which he suffered from cancer. He would call the managers to the beach house, but being in the company is different.
Eventually he was convinced to sell to Philips.
“His idea was: I give 50% on the condition that you include me in your network and bring me work.” On the contrary: 70% of sales were achieved thanks to the Ignis. The Dutch were smart: the pacts stipulated that industrial companies would not lose. They took advantage of certain situations, including the fact that my father was weakened: they showed that this industry was in bad shape; since we had 70% we should have covered it up. So Dad gave up: he just demanded that I be on the board. Coincidentally, the company was profitable after just three months. What did their leaders do when they saw someone stronger coming? Imagine…to put it bluntly, he has experienced grave betrayals.”
Is it true that he loved to play in the casino?
“Yes. He also liked the human environment: he would never go alone, he wanted to have friends or family with him. I didn’t play, but I didn’t miss the dinners beforehand.”
As I said, he was a supporter of sports.
“He was crazy about Antonio Maspes in cycling. Then he adored Miguel Poblet and loved Baldini, even if Ercole refused. But once he promised him: “From today on I will win stages.” He did it.”
How did you watch Ignis basketball and Varese football?
“The Ignis was a flagship, the Varese was a liability because the city had left it a “poisoned morsel.” But in three years he went from C to A.”
What was your relationship with Agnelli?
“The lawyer often came to Cap Ferrat. Those were the years in which we interacted with great excellence: today you only see certain things on TV, we experienced them live.”
How many times have you heard the other famous phrase “S’al custa?” (“How much does it cost?”)?
“He only said it once in a restaurant: he liked it so much that he wanted to buy it for customers and friends.”
Would Giovanni Borghi be a modern actor?
“Nowadays an entrepreneur also has to know how to handle finances. Dad, on the other hand, was more of a marketing and product guy. But innovations didn’t deter him: he was one of the first to have a feel for vending machines. He founded Dai, a company to which I added the production of built-in refrigerators.”
But then you moved on to advertising.
«My son Giorgio and I are continuing Movie Magic: I founded it in 1990. The big Hollywood actors didn’t advertise, today I can work with anyone. Filming has begun for the film about the life of Ennio Doris: his character reminds me of my father.