Word: borghi
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Dates: during 1960-1969
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...Their complaints," says Ignis President Giovanni Borghi, "are refuted by the general appreciation for our products in their countries...
Ignis was built by Giovanni Borghi, 52, who had a small appliance business with his father before World War II, started building a plant near Milan before the shooting was over in anticipation of a postwar demand for consumer goods. The company's first product was an electric range (Ignis means fire in Latin), but Borghi switched to refrigerators ten years ago. He has since expanded so fast that his factories continually smell of fresh paint. A stocky, bull-necked man who occasionally strips to the waist and works on a machine in his factory, Borghi relentlessly replaced...
Italian household without one. Borghi has come out with his own line of washing machines, but he is up against a competitor who is just as sharp at cost cutting and underselling as he is: the Candy Co. of Brugherio, also near Milan. In four years Candy has expanded production from 200 washing machines a day to 1,400 and, despite a rise of 55% in labor costs, dropped the prices on its semiautomatic model...