The aim of this study is to investigate nonlinear DC motor behavior and to control velocity as output variable. The linear model is designed, but as it is experimentally verified that it does not describe the system well enough it is replaced by the nonlinear one. System’s model has been obtained taking into account Coulomb and viscous friction in the firmly nonlinear environment. In the frame of the paper the dynamical analysis of the nonlinear feedback linearizing control is carried out. Furthermore, a metaheuristic optimization algorithm is set up for finding the coefficient of the proportional-integral feedback linearizing controller. For this purpose Gray wolf optimization technique is used. Moreover, after the introduction of the control law, analysis of the pole placement and stability of the system is establish. Optimized nonlinear control signal has been applied to the real object with simulated white noise and step signal as disturbances. Finally, for several desired output signals, responses with and without disruption are compared to illustrate the approach proposed in the paper. Experimental results obtained on the given system are provided and they verify nonlinear control robustness.