The U.S. automotive market has always been a proving ground for ambitious foreign entrepreneurs eager to expand their businesses on the global stage. Despite global competition, a shortage of microchips, and strict environmental regulations, the United States remains one of the most attractive markets for international professionals. According to Cox Automotive, more than 15 million new cars and over 30 million used vehicles are sold in the U.S. every year. For many foreign business leaders, this represents an opportunity to scale their companies, despite the challenges of adaptation. Among them is Mykola Ruiev, whose Florida-based company CAR TRADE GROUP LLC showed impressive results within just six months of its founding in 2022.
A new era of international expansion
For foreign entrepreneurs, expanding into the U.S. is both an opportunity and a challenge. Fierce competition, the need to comply with American quality standards, and a complex bureaucracy demand flexibility and a strategic approach from newcomers.
Registering a company, obtaining licenses, and finding reliable suppliers can take months and increase initial costs by 20–30%. On top of that, cultural differences play a role: U.S. customers expect long-term warranties and a high level of service. This contrasts with the more flexible, fast-paced approaches common in many home markets. To remain competitive, success must be not just about sales — it’s about building trust.
“When I started CAR TRADE GROUP, I already had solid experience exporting vehicles from the U.S. to Ukraine, and I knew the American market was a completely different world,” says Mykola Ruiev. “Paperwork, legal nuances, and finding suppliers took three months, but I saw the potential. This is a market where you can grow if you are ready to learn, adapt, and respect the local rules of the game.”
From local to global: the success of Mykola Ruiev
Previously growing his auto business in Ukraine, Mykola Ruiev brought that expertise to the U.S. when he launched CAR TRADE GROUP LLC. Within six months, the company had sold more than 150 used cars, including popular Toyota and Ford models — a significant achievement for a newcomer.
“We started small, focusing on the used-car market,” Ruiev explains. “Americans value honesty and quality, so we adapted by adding online vehicle history checks. That led us to 150 sales in just six months — a result that motivates us to keep growing.”
A cornerstone of his strategy has been building a strong reputation rather than just chasing higher turnover. Ruiev emphasizes that success in the U.S. requires not only business acumen but also cultural empathy. His strategy also included leveraging digital platforms to attract customers and optimizing procurement, which enabled him to compete with larger dealerships.
“Scaling isn’t just about sales — it’s about building credibility,” he says. “We’re learning from the American market, but we also bring our Ukrainian creativity, and that makes us stand out.”
America as a platform for growth
The U.S. business environment offers foreign entrepreneurs access to resources that can significantly ease their entry:
- Small Business Administration (SBA) programs provide grants, consulting, and simplified access to loans;
- Immigrant business communities offer networking and local adaptation support;
- Digital infrastructure enables scaling without major upfront investment.
“Start with a niche where you’re strong, take advantage of local programs, and invest in technology,” advises Ruiev. “America isn’t just a challenge — it’s an opportunity for those willing to work hard and adapt.”
The road ahead
The U.S. auto market remains one of the most dynamic and open arenas for international professionals pursuing global growth. The achievements of leaders like Mykola Ruiev demonstrate that even under challenging conditions, it’s possible to build a thriving business through adaptation and innovation. The United States offers not only a market but also a platform for global success — and perhaps the next breakthrough in the auto industry will come from ambitious newcomers like him.
