An automobile wheel lighting system, for use in an automobile having a battery, wheels, and a wheel well associated with each wheel. A fixed connector is mounted within each wheel well and is electrically connected to the battery. At least one lighting assembly is used to selectively illuminate one of the wheels. Each lighting assembly includes a mating connector, a lighting head having an LED and a reflector assembly, and a flexible cord extending between the mating connector and lighting head. The mating connector is secured within the fixed connector in the wheel well adjacent to the wheel to be illuminated, and the cord extended outwardly from the automobile and flexed to direct the lighting head toward the wheel.