We recently had the chance to connect with AJ Francis and have shared our conversation below.
AJ, so good to connect and we’re excited to share your story and insights with our audience. There’s a ton to learn from your story, but let’s start with a warm up before we get into the heart of the interview. What do you think others are secretly struggling with—but never say?
I think that, in this field of work—which I have had the pleasure of doing for the past six and a half years—a lot of people struggle with focusing on other creators and asking themselves, “Why am I not at the level that this person is, especially since I’ve been doing this for so long?” Instead of leaning back, focusing on their craft and goals, and working toward those goals, they get caught up in comparison. You can lose yourself in comparing your work with others, feeling like you’re not good enough to be at their level, and then start to self-sabotage.
Can you briefly introduce yourself and share what makes you or your brand unique?
My name is AJ, but my community calls me “AutoJ.” My brand is heavily focused on automotive content and short travel vlogs that showcase the places I visit in my life. What makes my journey unique is that I don’t see many Black creators in the automotive YouTube space, and I want to highlight that—showing my community that they can do anything they set their minds to.
My story began during my freshman year of college. I was watching my favorite automotive creators at the time and thought to myself, I should pick up a camera and start filming my interests and everyday life. Soon, that hobby grew into filming car vlogs at galleries around South Florida. Very quickly, I started making connections with local businesses, even with the small number of subscribers I had.
Every day, I’d wake up early, make phone calls to different galleries, take photos for them, and sometimes get the chance to create behind-the-scenes content. Those early opportunities taught me the value of persistence and networking.
Now, as work has slowed down, I’m focusing on a new project—incorporating drone shots and more in-car reviews for my channel. My goal is to make viewers feel the full intensity of riding in these modified JDM imports or high-performance supercars like Ferraris, Porsches, and many more.
Amazing, so let’s take a moment to go back in time. What’s a moment that really shaped how you see the world?
The moment that truly shaped how I view the world happened while I was shooting a vlog for Motorcar Gallery in South Florida. After we wrapped filming, the GM and I were talking outside the vlog. I asked him how someone gets into racing, and he shared a story about his own start.
He told me that, early in his career, he was working for one of his mentors. One day, he went into the attic to grab some supplies, and a bag fell from the top of a shelf. When he opened it, he found $10,000 in cash. Surprised, he wondered why it was up there and whether the owner had placed it there for safekeeping.
He called the owner and explained that he’d found something in the attic. To his surprise, the owner immediately asked if he had found money in the bag. When the GM said yes, the owner then asked, “What do you want to do with it?” Without hesitation, the GM said he wanted to start a racing division—and he wanted to be the driver. The owner agreed, on one condition: that he win world titles to display in the showroom. With that, the owner became his sponsor, and the rest was history.
At the end of the story, the GM said something that stuck with me: All it takes is one person to believe in you and give you an opportunity to propel your life forward in the direction you want to go. Sometimes God gives us opportunities that look like setbacks, but they end up being the boost we never knew we needed.
That conversation shaped how I view the world. We often think that, to achieve a goal or dream, we must take one specific, perfectly paved path. But sometimes, we have to veer off that path and take the unfamiliar route—the one that leads us exactly where we’re meant to be.
Was there ever a time you almost gave up?
The time I felt closest to giving up was recently, when I found myself questioning whether I should continue being a creator. I hadn’t gained many subscribers, and I hadn’t posted a video in over a month. That feeling of uncertainty is part of the journey—not just trying to stay relevant, but also creating content that people actually want to watch and connect with.
The automotive content space is tough. It’s competitive, bold, and constantly pushing boundaries. Builds are getting more extravagant and outlandish, while simpler projects are often overlooked. But I realized—that isn’t going to stop me.
One day, I sat down at my computer screen and reminded myself why I started. It was never just about becoming a YouTuber. I started because I wanted to be an inspiration and a role model for myself and others. My love for cars just happened to guide me down a path that others also gravitate toward. The countless people I’ve met along the way—friends, strangers, and even fans of the channel—motivate me to keep going every day.
Because if I stop, I know my younger self would be disappointed. I’d be letting go of not just videos, but memories that shaped who I am. And I can’t let that happen.
Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
The public version of me is truly the best version of me. Growing up, my parents taught me to always be true to myself and to let the world see that authenticity—no fabrication, no fake persona, no poker face.
If a child were to come up to me and sit in my car because they liked it, I’d be overjoyed to let them press the buttons, explore the interior, and experience it fully. That moment wouldn’t just be a core memory for the child—it would be one for me too, knowing that I made someone happy and maybe even inspired the next car enthusiast.
I’ve always been an inviting, approachable person. I’ve never been mean-spirited, and I take pride in being someone others feel comfortable around.
Okay, so let’s keep going with one more question that means a lot to us: Could you give everything your best, even if no one ever praised you for it?
At times, it’s a struggle to give everything my best, but I always try to give 110%—even when I feel like I can’t. I push myself because I know I would regret it if I ever felt that I could have done better, if only I had tried harder. My biggest fear is having regrets when it comes to my work, my brand, my life, or anything else that requires my full attention.
The best part is when no one is watching. In those moments, it’s just you and yourself—knowing deep down that you gave it your all, even if no one else was there to witness the creation of what you did.
Contact Info:
- Instagram: https://www.instagram.com/autoj_/
- Twitter: https://x.com/autoj_?s=21&t=0TxyCzT4UFnqh9daEIrZ_w
- Youtube: https://www.youtube.com/@AutoJ78
