Nwaki Franklin: The Entrepreneur Fueling America’s Auto Muscle

Tosin Clegg

Nwaki Franklin, founder of American Muscle Autos, an automobile dealership based in the United States, has made a name for himself in the fiercely competitive auto industry. His entrepreneurial journey, however, is not just about selling cars. It’s a testament to resilience, perseverance, and a deep-seated passion for innovation and growth.

Franklin’s venture into entrepreneurship has completely transformed his worldview. “Being an entrepreneur has taught me the value of resilience,” he reflects. He has faced numerous hurdles—ranging from financial setbacks to market fluctuations—and learned that failure is merely a stepping stone to success. “I now approach problems with a growth mindset,” he explains, emphasizing how entrepreneurship has reshaped his understanding of success. He no longer equates success solely with financial gain but views it as a balance between financial stability, customer satisfaction, employee welfare, and community impact.

Franklin’s key lesson as an entrepreneur is the sheer amount of work it takes to build something meaningful. “YOU WORK 5 TIMES MORE,” he quips, underscoring the reality that entrepreneurship demands more than a traditional job. But with this work comes a sense of control and ownership over the outcome of his business.
One of his most memorable moments? “When I was handed the key to my office, that was a different feeling,” Franklin recalls. It symbolized a lifelong dream coming to fruition.

Starting a business is rarely smooth sailing, and Franklin is no exception. Access to capital was one of the most significant early challenges he encountered. The automotive business requires substantial upfront capital for inventory and property, especially for someone new to entrepreneurship. Instead of waiting for the perfect moment, he started small, using his savings and personal loans to build a limited inventory of cars. Over time, Franklin’s perseverance paid off, and he was able to attract further investments to grow his business.
“I realized that challenges are inevitable, but with a consistent and persistent mindset, success is assured,” Franklin says. His ability to embrace challenges and turn them into opportunities is one of the cornerstones of his entrepreneurial philosophy.

Franklin finds inspiration in the likes of Elon Musk, whom he cites as a long-time role model. “Musk didn’t just create another car company with Tesla—he transformed the automotive industry and pushed the world toward sustainable energy,” Franklin explains. Musk’s visionary approach and relentless drive in the automotive sector have had a lasting impact on Franklin’s own business ambitions. Franklin also draws inspiration from his friend, the owner of Friday Motors, whose entrepreneurial qualities have shaped his own approach to leadership.

Looking ahead, Nwaki Franklin has ambitious plans for American Muscle Autos. He aims to expand his dealership network both nationally and internationally, with a specific focus on regions with increasing demand for electric and hybrid vehicles. “By opening more locations, I can better serve diverse markets and cater to various customer segments,” he notes. His future business plans are centered on growth, innovation, and sustainability, as Franklin seeks to embrace new technologies while making a positive impact on the environment and the community.
Establishing American Muscle Autos
Founded in 2016, American Muscle Autos has grown steadily, delivering cars across Africa and looking to expand further. The company offers both European and American cars, with a physical inventory of over 50 vehicles available for online and in-store purchase. While Franklin’s clientele currently gravitates more toward European vehicles, he has a particular passion for American muscle cars such as the Ford Mustang, Dodge Challenger, and Chevrolet Camaro. “I sell them here and there, but I would love to sell them more often,” Franklin admits. However, the demand for American vehicles is not yet as strong as it is for European cars among his current clientele.

Nwaki Franklin envisions a future where American Muscle Autos continues to thrive in a rapidly changing industry. His goal is to adapt to the evolving automotive landscape, ensuring that his company remains future-proof and purpose-driven.