Today we’d like to introduce you to Serhii Harkusha
Hi Serhii, so excited to have you with us today. What can you tell us about your story?
I’m originally from Ukraine, and I moved to America when I was 19, chasing a dream. From the very beginning, I dabbled in different projects and businesses. By the second month of being here, I was already organizing trips across the U.S. for students like myself and making decent money. I still remember standing in Las Vegas, just two months after arriving in America, earning around $10-13k a month. That’s when I realized this was my country, and I decided to stay.
But it wasn’t all smooth sailing. The next four years were filled with wandering, stress, depression, tears, and confusion about what to do next. Everything felt like it was falling apart, and I didn’t know where to turn. I worked as a dishwasher in Mexican restaurants, a mover, a taxi driver, and even sold toys at a mall in Boston. I tried everything, just to survive and find my path. Going back home felt like giving up, so I kept pushing forward.
Things began to change when I took a business course in Los Angeles. Soon after, I teamed up with a friend to start buying and selling cars from auctions and private sellers. We sold over 260 cars, made our first big money, and even got into the car rental business. But as it happens, we had some disagreements and eventually parted ways.
Later, I met a new partner, and we got into subleasing real estate on a monthly basis. We tried various businesses, including launching a nootropic supplement brand on Amazon, and I even started my own clothing line. After all that, I decided to take a break and spent three years in Bali, searching for answers because I felt lost. The old ways no longer worked for me, and I wasn’t sure what the new path looked like.
After two years of traveling and self-discovery, I returned to Los Angeles with a fresh perspective. During that time, I learned a lot about marketing, sales, and business development. I realized that I had a ton of experience in sales, cars, and content creation. And I saw a massive opportunity in the Los Angeles market, where everyone needs a car to get around.
That’s when I founded Astoria Motors. Today, we help people buy new and used cars through financing or leasing, acting as a bridge between official dealerships and clients. We handle everything from content creation to marketing, sales, and then pass the clients on to the dealers. It’s a win-win for everyone. We remove all the stress for the customer—finding the car, negotiating, securing the best terms, handling paperwork, registration, and insurance. The client gets their car without the usual headaches, at the best possible terms. It’s beneficial for them, profitable for us, and attractive to the dealers since we essentially run their sales department on an outsourced basis.
We’re currently selling a significant number of cars each month, and we have no plans to slow down. We’re expanding our target audience and planning to move into luxury and exotic cars, working with brands like Lamborghini, Ferrari, Aston Martin, Bentley, and Rolls-Royce.
Looking back, I realize it’s been a wild ride, and it hasn’t been easy. But I also know this is just the beginning. I’m 28 years old, and I’m proud of what I’ve achieved so far, but I’m even more excited about what’s next. Stay tuned for what comes next!
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
The road has definitely had its bumps, but those challenges were what pushed me forward.
When I first got to the U.S., it was all about hustle. I didn’t have a clear path or a solid plan—I just knew I had to make something happen. I jumped into different projects, trying to find my way, but I also hit some serious walls. I remember working long hours at tough jobs, from washing dishes to driving a taxi, just to keep things going. It wasn’t glamorous, but it taught me the value of hard work and persistence.
One of the biggest struggles was finding my true direction. I tried my hand at everything—real estate, retail, car sales, even launching a few brands. Some of these ventures worked out, but others didn’t, and it felt like I was constantly starting over. It was frustrating because I knew I had the drive, but I couldn’t quite find that one thing that would really take off.
During this time, I also faced personal struggles. Moving to a new country, away from family and friends, brought a lot of loneliness and self-doubt. It was tough to stay motivated when it seemed like nothing was sticking, but I used those low points to push myself harder.
The turning point for me was realizing that every setback was a lesson. Each failure taught me something valuable, whether it was about business, relationships, or even myself. Over time, these lessons built up, and they helped me shape a clearer vision for what I wanted to create. That’s what eventually led to the success of Astoria Motors.
So no, the road wasn’t smooth, but I believe the rough patches were necessary. They tested my patience, refined my approach, and ultimately made the successes that much sweeter.
Can you tell our readers more about what you do and what you think sets you apart from others?
My expertise isn’t really in cars themselves but in marketing and creating buzz. I’ve been involved in content creation for over nine years. When I first moved to the States, I felt an instinctive urge to share my experiences. I started with a blog, then a YouTube channel, and Instagram. I even had my own show on YouTube. I was part of a cover band, recorded music, shot music videos, and travel content. I have a solid background in creative work, filming, and producing content. I’ve also done vocals, and we even performed concerts in Los Angeles, getting recognition from several celebrities in Russia and the CIS. My main focus has always been trying to merge business with creativity.
When I was more focused on business, I made money but lacked joy. When I leaned into creativity, I loved it but struggled financially. I never knew how to balance the two until I spent time in Bali, where I found many answers. I realized that many people are just like me—they love creating content, and it’s possible to make a living from it.
So now, it’s not really about cars for me; it’s about content and my ability to draw attention. I used to doubt myself, thinking I was showing off, but now I embrace it as my strength. People notice and talk about me, and that benefits me. I know how to capture attention, and in today’s world, attention is the most valuable currency. Once I have that attention, I can direct it toward anything, and right now, I’m directing it toward cars.
One fun example is the billboard stunt I pulled when I first got to Bali. I saw a story in Russia where a woman bought a billboard to find a husband. Without overthinking, I decided to buy the billboard right behind hers, saying, “The billionaire from Los Angeles is here—turn around.” It was a playful, romantic, and creative move, but it also got me into the media. Over 100 publications covered the story in three countries, and I even got invited to a major Russian TV show to meet the woman. That moment proved to me that I can create headlines not just locally but globally.
What I’m proud of most is how I’ve built my life here in the U.S. after moving at 19. I brought my parents over from Ukraine, and now they live safely in Los Angeles, far from the dangers of the ongoing war. I’m proud that I’ve made headlines, that people talk about me, and that I’ve given interviews to media outlets around the world. I’m proud of my time in the cover band and the concerts we played in LA. I’m good at selling and connecting with people, which has helped me succeed financially.
What sets me apart is my ability to do what many can’t—I know how to create stories that people talk about, and I’ve embraced that as my strength. The only thing left is to keep pushing forward and not give up.
If we knew you growing up, how would we have described you?
Growing up, I had a pretty interesting and cool childhood. I was born and raised in Kryvyi Rih, Ukraine—a city with around 600,000 people where everyone knew each other. I come from a family of entrepreneurs. My parents owned several grocery stores in the city, so I was exposed to the world of business from a young age. Seeing them work with money and run their own shops made me want to do the same. I was always fascinated with numbers, money, and calculating things.
Personality-wise, I was a bit of a “bad boy.” I didn’t really follow rules if they didn’t make sense to me. I skipped classes, ignored lessons I didn’t care about, and basically did things my own way. As a result, my grades weren’t the best. For example, I had a terrible grade in geography, yet I’ve been to all 50 states in the U.S., visited over 13 countries, and have lived in America for over nine years. Ironically, most of my classmates with good grades in geography probably never even left Ukraine.
For me, it wasn’t about following the traditional path of being a straight-A student. It was about finding creative ways to solve problems and thinking outside the box. That mindset has served me well in life—helping me connect with the right people, make the right moves, and hire those “A students” to work for me. It’s not about the grades; it’s about the approach to life.
I was also really active and loved sports. I played football (soccer), had my own Counter-Strike team, and was into volleyball too. Overall, I was always on the go and loved staying active. Moving to America was actually a spontaneous decision. My friend, who had always dreamed of going to the States, convinced me to join him. I figured, why not? I was always up for an adventure. Funny enough, I ended up staying here long-term, while my friend never made it over. I guess he liked the idea of going more than actually doing it.
In short, I was super versatile, always looking for new experiences, and never one to sit still. I loved spending time outdoors and connecting with people, which I can see now has played a big role in shaping who I am today.
Contact Info:
- Website: https://www.instagram.com/astoria.motors
- Instagram: https://www.instagram.com/_harkusha
