Diego Rojas is a talent development leader at Lithia & Driveway (NYSE: LAD), building the programs that fuel the company’s mission: Growth Powered by People. A lifelong car business kid and Rutgers University finance graduate, Diego moved cross-country to Medford right after graduation to join Lithia. He launched and scaled DART (Data Analytics Rotational Training), developing 100+ corporate participants over five years, with many alumni now stepping into leadership roles and driving company-wide optimization.

Today, Diego leads DARTops, a high-potential operations rotational program designed to fast-track talent into dealership leadership roles nationwide. He also architects strategic university partnerships—including an exclusive alliance with Northwood University and immersive student data projects with the University of Oregon—while expanding DARTops relationships across the country to strengthen the pipeline of future store leaders.

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