Building a People-Based Dealership & Giving Back to the Community with Liza Borches

Fourth-generation Automobile Dealer, Liza Borches, is the President and CEO of Carter Myers Automotive (CMA). In 2003 she joined Carter Myers Automotive after six years at American Motor Company. Liza has proven experience in growing an organization exponentially through a people-focused approach.

Offering employee ownership, managing partnerships, and value-based hiring, Carter Myers Automotive has grown from three dealerships to sixteen in the last fifteen years. CMA represents 6 markets and 17 franchises across Virginia. Liza is the first woman to lead CMA. She was named Top 100 Women in Automotive by Automotive News and received the Barbara Cox Woman of the Year Award from Cox Automotive. Liza upholds the core values of CMA by ensuring honesty, integrity, customer service, and community involvement.

In this episode…

Building a people-based company is one of the best business growth strategies a dealership can adopt. Putting people first and making them feel like part of the company is an excellent way to retain the best employees, and this will help a dealership provide better services to its customers.

Liza Borches advises dealerships to understand the people-side of their businesses and not focus solely on making sales. They should focus on helping solve their customers' problems, whether servicing their cars or selling them a new vehicle that will meet their needs. She firmly believes that the automotive industry provides an excellent opportunity to influence people's lives positively.

In this episode of the InsideAuto Podcast, Ilana Shabtay is joined by Liza Borches, the President and CEO of Carter Myers Automotive (CMA), to discuss how the dealership uses a people-based approach to build relationships with its employees and customers. Liza also talks about her recent keynote presentation at the Digital Dealer Conference & Expo, her company's sustainability efforts, and her advice to women leaders working in male-dominated fields.