Driven by Values

Liza Borches is proving that success in the automotive industry isn’t just about selling cars—it’s also about driving positive change. As the fourth-generation leader of Carter Myers Automotive, she has significantly expanded the company’s footprint while staying true to its mission of putting people and communities first.
“We get to impact more lives than almost any other industry,” Borches says. “People need transportation to get where they are going in life.” Under her leadership, CMA’s mission is guided by three core values: People First, Everyone Wins, and Never Straight, Always Forward. These values are more than slogans—they are, as Borches puts it, “the foundation for how we treat each other, serve our customers, and support our communities.”
This philosophy fuels CMA’s innovative initiatives, including Driving Lives Forward, a program designed to overcome transportation barriers for families striving for self-sufficiency. The initiative partners with local nonprofits to identify individuals who need reliable vehicles to maintain jobs, access childcare, or pursue education. CMA facilitates affordable loans, donations, and vehicle repairs to empower participants and build their financial independence.
She’s also launched a leadership program for women in the male-dominated automotive industry, creating pathways for advancement and breaking down long-standing barriers. “True innovation starts with investing in people,” Borches says. “When we empower women to lead, we strengthen not just our company but the entire industry.”
Additionally, as the co-founder of Women United in Philanthropy, Borches has brought women together to combine their resources and drive transformative initiatives that support women and children. “Everyone wants to know their giving matters,” she says. “This organization proves that when many contributions of all size are united together, we can create significant and lasting change.”