Moving Lives Forward: Liza Borches & The Transformative Growth of CMA

“What I love most about my job is the daily interaction with our team. My true passion lies in building relationships and making a positive impact on our associates, customers, and communities.”

EMPLOYEE & COMMUNITY COMMITMENT

Liza passionately believes that the automotive industry offers unique opportunities for individuals that few other sectors can match. She emphasizes that auto dealerships provide a wide variety of career paths, including the chance for people to achieve financial independence without accruing significant college debt. “The percentage of people who have been very successful in our industry without a college degree or with some college is higher than any other industry out there,” Liza explains.

CMA is committed to supporting its communities by going beyond financial donations. While car dealerships are known for their generosity, CMA seeks to create deeper partnerships with local organizations that have transportation needs. Their approach involves not only contributing money but also dedicating volunteer hours and raising awareness about the causes they support. CMA utilizes its platforms, such as social media, websites, newsletters, and service departments, to highlight nonprofit partners and encourage others to get involved.

CMA’s tagline, “Moving Lives Forward,” represents a deep commitment to making a positive impact on everyone they engage with. It starts with their associates; from the moment a new team member joins, they are introduced to the idea that moving lives forward begins with them. “CMA believes that by prioritizing the growth, well-being, and development of our employees, we can collectively move the lives of our customers and the community forward as well,” says Liza. This philosophy is embedded in their culture and guides how they interact with and serve others.

INNOVATION

In 2019, CMA rebranded its dealerships under a unified market-based naming strategy, shifting from individual dealership names like Heritage Chevrolet to the CMA umbrella. Liza explains that this change helped customers and manufacturer partners recognize CMA’s broader presence, as many were unaware the stores were connected. With names like “CMA’s Colonial Honda,” the company strengthened its brand identity, enhancing customer trust and positioning itself as a “regional impact player.” This move also improved collaboration across locations, enabling CMA to make a greater impact in the communities it serves.

Liza emphasizes that innovation is crucial in her role as CEO, balancing time on the showroom floor with a broader focus on CMA’s long-term growth. To stay ahead, she immerses herself in industry knowledge from conferences, webinars, and podcasts, constantly seeking new ideas. Liza holds VINCUE in high regard, appreciating their innovation and the positive impact they’re having on her stores that use the platform. She values the strong partnership with VINCUE, emphasizing the importance of building long-term relationships with vendors based on trust, respect, and shared values. Liza seeks partners who are reliable, innovative, and committed to mutual growth, rather than focusing solely on price or trendy tools. She values deeper connections and collaboration in her partnerships and looks forward to continuing to grow the relationship with VINCUE.

“More diverse leadership will enhance innovation and customer experience.”

GENDER DIVERSITY

Liza believes the automotive industry is adaptable but anticipates a major shift in leadership over the next decade, with more women taking on key roles. Despite the industry’s slow progress in gender diversity, she sees increasing momentum and aims to contribute to it. With only about 21% of women currently in dealerships, Liza argues that increasing female leadership is crucial for the industry’s long-term success. She highlights the missed opportunity of not engaging half the population and believes that more diverse leadership will enhance innovation and customer experience.

To address this, Liza, with her coach Danelle Delgado, launched a year-long training program in July 2024 to develop women leaders in automotive.The program, involving 54 women from various dealership leadership roles, focuses on personal and professional growth rather than dealership operations. Liza aims to increase female representation in general manager and executive roles and to understand how to better support women’s advancement in the industry. She emphasizes the need for other dealer groups, including male leaders, to support and advance women in automotive. Liza looks forward to collaborating with them as ambassadors and allies, hoping to see increased female leadership over the next decade, though she is optimistic about achieving progress sooner