Abel Aschalew’s journey into the world of automobiles began long before he founded Road Africa, a growing community and platform for car enthusiasts across the continent. Born and raised in Addis Ababa, Ethiopia, Abel’s love for cars was sparked in his childhood by none other than his father, a mechanic who spent his days in a workshop restoring and fixing vehicles.
“I spent a lot of time in his workshop, watching him fix and restore cars. That experience shaped my love for automobiles and set me on the path I’m on today,” Abel reflects.
From those early memories, it was clear that Abel’s path would intersect with the automotive world, but his education was not solely confined to the classroom. While pursuing his studies in Management, he took on the role of Innovation Manager at Whiz Kids Workshop, where he honed his skills by learning through trial and error, observing market trends, and engaging with the people whose passion for cars rivaled his own. “My true education came from hands-on experience,” Abel shares. “It was all about learning what drives people’s passion and figuring out how to turn that into something meaningful.”
Yet, the birth of Road Africa wasn’t just an idea driven by Abel’s personal passion; it was born from a deeper understanding of the African automotive scene and its untapped potential. “Africa has an incredible car culture, but it wasn’t being properly represented or celebrated,” he explains. “There was a gap in the market for a platform that not only shared automotive content but also brought car enthusiasts together, organized events, and built a real community around cars.”
The Vision Behind Road Africa
With Road Africa, Abel aimed to create a space that would fill this gap—one that would unify the scattered car lovers across the continent. Headquartered in Addis Ababa, his company set out to build a solid foundation for the African car scene by providing high-quality content, hosting car events, and fostering partnerships with businesses.
The small team at Road Africa may be operating with limited resources, but they have managed to create something big. Abel emphasizes that the heart of the company lies in its community-building efforts. “Our core activities include automotive content creation—news, reviews, and social media engagement—and we also focus on car events and meet-ups, merchandising, and brand partnerships,” he says.
A key turning point for Road Africa, Abel notes, was the rise of social media, which allowed the brand to grow rapidly and connect with like-minded individuals across the continent. “When I started, the car scene in Ethiopia was fragmented—there were passionate individuals, but no centralized platform bringing them together,” he says. “Social media played a huge role in changing the game. It made it easier to connect with car lovers across Africa.”
Overcoming Challenges and Building a Brand
Of course, no journey is without its hurdles. Abel faced significant challenges when starting out, particularly the lack of financial backing. “I didn’t have big funding or major sponsors in the beginning,” he says. “Instead, I had to rely on creativity, consistency, and leveraging social media to grow organically.” But despite the difficulties, Abel remained undeterred. The persistence paid off. “Success is about staying consistent and believing in your vision—even when others don’t see it yet,” he reflects. This dedication has allowed Road Africa to expand and evolve over time.
Part of the company’s success lies in Abel’s ability to innovate and adapt to the changing landscape of the automotive industry. “We’re always looking for new ways to create unique experiences,” he says, emphasizing the company’s commitment to innovation, whether through events, collaborations, or digital content. “The industry is shifting towards electric vehicles (EVs), sustainability, and digital experiences, and we make sure to stay informed and evolve with these changes.” His focus on innovation ensures that Road Africa not only thrives but also stays at the forefront of the rapidly changing automotive world.
Another milestone in Road Africa’s growth came in the form of merchandising. The launch of Road Africa-branded apparel was more than just a business decision; it was about fostering a sense of identity for the growing community of car lovers. “We’ve started producing Road Africa-branded apparel, which helps create a sense of identity for our community,” says Abel. “It’s not just about the clothes; it’s about making people feel a part of something bigger.”
Abel’s commitment to building a brand rooted in community is evident not just in the content he creates but in the partnerships he’s building. “We’re in discussions with brands for collaborations, sponsorships, and event planning, which will take Road Africa to the next level,” he shares. These partnerships are set to push the platform into new territory, attracting even more car enthusiasts, companies, and sponsors who see the potential in the African automotive market.
Beyond Road Africa, Abel’s passion extends to gender equality, entrepreneurship, and innovation. He takes great pride in helping others turn their ideas into businesses, sharing his experiences, and offering guidance to aspiring entrepreneurs. “I love helping others turn their ideas into businesses and sharing insights on how to monetize passion projects,” he says. Through his work, Abel emphasizes the importance of perseverance and creative thinking in turning passion into profit.
The Future of Road Africa
But Abel is not just looking at the present; he’s also focused on the future of the automotive industry, especially in Africa. “I’m particularly excited about the rise of EVs and sustainable mobility in Africa,” he says, clearly enthusiastic about the changes taking place in the global car market. “The automotive industry is changing, and Africa needs to be part of that shift.”
As part of this forward-thinking approach, Road Africa is expanding its content strategy to include more comprehensive car reviews, interviews, and behind-the-scenes stories, while also planning events that bring the car community together in real life. “We’re planning meet-ups and events to bring the car community together,” Abel says, underscoring his belief in the importance of face-to-face interaction in an increasingly digital world.
For Abel, the key lesson in his journey has been simple but powerful: success is about community. “Your brand is only as strong as the community behind it,” he says. “Success isn’t just about having a great idea—it’s about connecting with people, creating value, and staying true to your vision.” As a leader, Abel believes that empowering others and staying adaptable are essential to growth. “Leadership means empowering others, staying adaptable, and always thinking big—because the moment you stop dreaming, you stop growing.”
From sparks to speed, Abel’s story has ignited a movement that celebrates the beauty and brilliance of African car culture. From humble beginnings in his father’s workshop to building a platform that celebrates African car culture, his journey reflects the heart and soul of an entrepreneur who sees possibilities where others see obstacles. As Road Africa continues to accelerate, Abel’s vision will remain the North Star, guiding generations of entrepreneurs, car enthusiasts, and innovators.
