NADA 2023

Liza Borches

Carter Myers Automotive


Liza Borches is a fourth-generation automobile retailer, with experience growing an organization exponentially through a people-focused approach. Offering employee ownership, managing partnerships and values-based hiring, Carter Myers Automotive (CMA) has grown from 3 dealerships to 20 in the past 15 years, representing 6 markets, 1,000 associates and 18 franchises across Virginia and West Virginia. CMA’s mission is to Move Lives Forward for customers, associates and the community. Under Liza’s leadership, CMA has lived this mission through progressive changes in the customer experience, innovative benefit programs, employee ownership, a commitment to sustainability and many non-profit partnerships.

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