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Denny Rogers

Denny Rogers

Landers Dodge Chrysler Jeep Ram
Bossier City, Louisiana

"The auto industry places us right in the heart of our community and it’s our obligation to give back."

“The auto industry places us right in the heart of our community and it’s our obligation to give back,” nominee Rogers said.

A 1976 graduate of Carencro High School in Lafayette, Louisiana, Rogers earned a B.S. in business administration at the University of Louisiana at Lafayette in 1981. After completion of his collegiate studies, he went to work for an accounting firm in New Iberia, Louisiana, but after one year, he decided he wanted a career with more customer interaction.

“I researched and became intrigued by the opportunities in the automotive industry,” Rogers said. In 1982, he landed a position at Dependable Dodge Nissan in Lafayette, and quickly realized that he was well-suited for sales. He rose through the dealership ranks and by 1986, he was general sales manager.

Rogers then had the opportunity to become a minority partner in a Dodge dealership in Lake Charles, Louisiana, serving also as vice president and general manager. He helped the business grow and add more franchises, including Chrysler, Plymouth and Jeep, and he was appointed to the regional marketing board for Jeep.

After achieving much success and record sales volume in Lake Charles, Rogers then moved to Shreveport, Louisiana, in 1997 to head up United Auto Dodge. “The job sounded very interesting to me as it was in a great car town and the dealership had a larger planning potential,” he said. His team in Shreveport continually received awards of distinction for customer satisfaction.

In 2004, Steve Landers purchased United Auto Dodge and the dealership was renamed Landers Dodge. The operation was moved to Bossier City in 2007, incorporating the Chrysler, Dodge, Jeep and Ram brands under one roof. Today, the dealership, along with Landers Alfa Romeo Fiat, are owned by Rogers and RML Automotive Group, which includes 30 franchise offerings in seven states. His two sons, Brock and Trey, work in the automotive industry.

Rogers’ track record in sales and marketing expertise is regularly tapped by manufacturers. He has served on advertising boards, marketing associations and national councils for Dodge over the years and today for Fiat Chrysler Automobiles (FCA).

“My varying roles in these associations and organizations have been helpful in keeping us at the forefront of industry challenges and changes,” he said.

In the realm of community service, Rogers always remembers the wise words of advice he once received. “I was told, ‘If you are ever given the opportunity to pour into someone's life do it – even if it is absent of recognition,”’ he said. To that end, Rogers has been very involved in the areas of education, athletics and youth leadership.

“We have spent more than $1 million dollars over 19 years in the recognition of local athletes on a weekly televised segment which is a prerequisite for annual scholarship awards,” he said. “Our Athlete of the Week picks are standouts in sports but also excel in academics, leadership and community service.”

He is also closely involved with Renee’s Run, a nonprofit group founded in memory of his wife, Renee Rogers, that raises money for the Pancreatic Cancer Action Network. This annual 5K race in downtown Shreveport and Tiaras, Tuxes & Tennis Shoes gala all benefit the important cause of pancreatic cancer research.

In 2008, Rogers and his team garnered the support of more than 300 volunteers from high school key clubs, local professional sports teams and civic organizations to build a playground at Central Park Elementary in Bossier City. “We closed the dealership for the day, with the exception of a skeleton crew, so our employees could participate,” he said.

Rogers was nominated for the TIME Dealer of the Year award by Will Green, president of the Louisiana Automobile Dealers Association. He has four children.