Today we’d like to introduce you to Franklin Rodriguez.
Hi Franklin, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
The Story of Franklin Rodriguez
For Franklin Rodriguez, the road to becoming a cornerstone of the Deltona business community began in the humble streets of Puerto Rico. His childhood was defined by two things: the unwavering strength of his mother and the grease-stained lessons of his uncle.
A Foundation of Resilience
Growing up in poverty, Franklin watched his mother play the role of both parents, making endless sacrifices to provide for him. He idolized her resilience, but it was his uncle—his hero and role model—who gave him the tools for his future. Under his uncle’s wing, Franklin discovered a natural gift for mechanics. By the age of eight years old, Franklin was already completing his first automotive jobs.
A Partnership for Life
Franklin’s life changed forever at a baseball game in Puerto Rico when he met Yoliana. Though she had spent her first 15 years in New York, their connection was instant. That meeting was the ultimate “home run”—leading to a marriage that has now spanned 27 years.
Together, they moved from Ohio to Orlando and eventually to Deltona, navigating obstacles with a shared philosophy: keep God at the center and work harder than anyone else. Today, their two children are grown—their daughter is 26 and their son is 20—and the family remains the heartbeat of their success.
Building the Dream: Kelly’s Automotive
The dream of ownership became a reality 8 years ago, in 2018. After the company Franklin worked for was sold, a trusted friend encouraged him to finally invest in himself. Franklin saw the untapped potential in Kelly’s Automotive and decided it was time to turn his passion into his purpose.
What started as a modest 3-man crew has exploded into a professional team of 15. Franklin’s success is a true family legacy; his son now works alongside him, learning the trade and helping to expand the family business.
Turning Challenges into Opportunities
When the pandemic hit, Franklin noticed a critical shortage of auto parts affecting both local shops and residents. Rather than just managing the crisis, he solved it by building a solution right next door.
After years of tireless dedication, they opened Deltona Auto Parts. Last year, they celebrated their official ribbon-cutting ceremony, marking a major milestone for the community. The facility features:
• A Retail Front: Beautifully organized for walk-in customers and everyday visitors.
• A Stocked Warehouse: Providing essential parts for commercial and residential needs across the city.
A Legacy of Giving Back
Franklin believes in a simple circle of gratitude: “You take care of the people who take care of you.” Today, Franklin and Yoliana are among Deltona’s most active advocates:
• Franklin continues his leadership as Vice President of the Hispanic Chamber of Commerce of Central Florida.
• He remains a driving force within the Deltona, Debary, & Orange City Rotary Club. Where he is serving as President Elect.
As they look through 2026, Franklin is focused on serving more people in Deltona and continuing to make a positive impact on the city they love so much and call home.
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?
Here are some challenges/Obstacles;
1. Childhood Poverty and the Absence of a Father
Franklin’s earliest years were defined by financial struggle. Growing up in Puerto Rico, his mother had to work tirelessly to make ends meet, shouldering the weight of two parents. Living in poverty meant that nothing was handed to him; his drive to succeed was born out of a necessity to build a better life than the one he was born into.
2. The Risk of Reinvention
Building a life required constant movement and starting over. Moving from Puerto Rico to Ohio, and then eventually to Florida, meant re-establishing their roots and their reputation multiple times. For many families, these transitions are where dreams stall, but Franklin and Yoliana used each move as a stepping stone to work harder.
3. Professional Uncertainty
In 2018, Franklin faced a major career crossroads when the company he worked for was sold. Instead of looking for another safe job, he took the terrifying leap of investing in himself. Starting a business is a massive financial and emotional risk, especially when you are responsible for providing for a family.
4. The Pandemic and Supply Chain Crisis
Just as Kelly’s Automotive was finding its stride, the global pandemic created a massive shortage of auto parts. This wasn’t just a minor inconvenience; it was a threat to his business’s ability to serve customers.
Rather than folding under the pressure, he turned this struggle into a second business venture (Deltona Auto Parts).
This required three years of “tireless work” and persistence to move from an idea to a fully stocked retail and warehouse facility.
5. Scaling Pains
Growing a business from a 3-man crew to a 15-man crew brings its own set of challenges, including management stress, maintaining quality control, and the weight of being responsible for 15 families’ livelihoods in the Deltona community.
We’ve been impressed with KELLY’S AUTOMOTIVE OF DELTONA, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
At Kelly’s Automotive, we don’t just service vehicles; we protect the families and businesses that depend on them. As a premier full-service repair facility, we combine the personalized care of a family-owned business with the cutting-edge technology of a modern dealership.
Precision Technology & Expert Hands
Modern vehicles require more than just a wrench; they require precision data. We utilize the latest computerized diagnostic equipment and factory-certified manuals to ensure every repair meets exact manufacturer specifications. Our team of Certified technicians is dedicated to getting you back on the road swiftly, safely, and with total peace of mind.
Our Comprehensive Care Services
From your daily commuter to your commercial fleet, we provide end-to-end solutions for all makes and models of cars, trucks, SUVs, and vans.
Precision Diagnostics: Identifying complex mechanical and electrical issues with speed and accuracy.
Preventative Maintenance: Comprehensive oil changes, fluid health checks, and tire rotations to extend your vehicle’s life.
Braking Systems: Expert inspections and repairs to ensure your family’s safety and maximum stopping power.
Engine & Transmission: Specialized tune-ups and repairs to optimize fuel efficiency, performance, and shifting.
Steering & Suspension: Enhancing your ride quality, handling, and stability.
Climate & Electrical: Full HVAC service for year-round comfort and expert electrical troubleshooting for batteries, wiring, and starters.
Exhaust & Emissions: Maintaining engine performance while reducing your environmental footprint.
The Kelly’s Difference: Transparency First
We believe that trust is built through communication. We pride ourselves on providing honest recommendations, clear cost breakdowns, and realistic timelines. At Kelly’s Automotive, we use only high-quality parts and the latest industry technology to ensure your vehicle drives “like new” for as long as possible.
If we knew you growing up, how would we have described you?
Growing up in Puerto Rico, I was a kid who was constantly observing—watching my mom’s incredible strength as she worked to provide for us, and watching my uncle’s hands as he worked on engines. You could say I was a mix of a dreamer and a doer.
My Personality: Driven and Observant
Because we lived in poverty and my mom was doing the job of two parents, I grew up fast. I was determined and responsible. I didn’t just want to “play”; I wanted to be useful. I admired my mom’s grit, and that made me a very loyal and protective person. I learned early on that if you wanted something, you had to work for it, which gave me a serious, focused edge even as a young boy.
Contact Info:
- Website: https://www.kellysautomotiveofdeltona.com
- Facebook: https://facebook.com/kellysautomotivedeltona
