LITHIA MOTORS INC
SC 13G, 1999-05-21
AUTO DEALERS & GASOLINE STATIONS
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                      SECURITIES AND EXCHANGE COMMISSION
                            Washington, D.C. 20549

                                 SCHEDULE 13G
                                (Rule 13d-102)


          INFORMATION TO BE INCLUDED IN STATEMENTS FILED PURSUANT TO
           RULES 13d-1(b), (c) AND (d) AND AMENDMENTS THEREto FILED
                           PURSUANT TO RULE 13d-2(b)

                          (Amendment No. __________)1


                              Lithia Motors, Inc.
                               (Name of Issuer)

                             Class A Common Stock
                        (Title of Class of Securities)

                                   536797103
                                (CUSIP Number)

                                 May 14, 1999
            (Date of Event Which Requires Filing of this Statement)


     Check the  appropriate  box to designate  the rule pursuant to which this
Schedule is filed:

           [ ]  Rule 13d-1(b)

           [X]  Rule 13d-1(c)

           [ ]  Rule 13d-1(d)

- ---------------------

     (1) The  remainder of this cover page shall be filled out for a reporting
person's  initial  filing on this form with  respect to the  subject  class of
securities,  and for any subsequent  amendment  containing  information  which
would alter the disclosures provided in a prior cover page.

The  information  required  in the  remainder  of this cover page shall not be
deemed  to be  "filed"  for the  purpose  of  Section  18 of the  Securities
Exchange Act of 1934 ("Act") or otherwise  subject to the  liabilities of that
section of the Act but shall be subject to all other  provisions  of the Act
(however, see the Notes).

<PAGE>

CUSIP NO. 536797103                   13G              Page 2 of 5 Pages
- -------------------------                              --------------------

- ---------------------------------------------------------------------------

1.   NAME OF REPORTING PERSON: W. Douglas Moreland

     I.R.S. IDENTIFICATION NOS. OF ABOVE PERSONS (ENTITIES ONLY)

- ---------------------------------------------------------------------------

2.   CHECK THE APPROPRIATE BOX IF A MEMBER OF A GROUP*

     (a) [ ] (b) [ ]

- ---------------------------------------------------------------------------

3.   SEC USE ONLY


- ---------------------------------------------------------------------------

4.   CITIZENSHIP OR PLACE OF ORGANIZATION

     United States of America

- ---------------------------------------------------------------------------

               5.  SOLE VOTING POWER

                   1,006,997
  NUMBER OF
    SHARES
 BENEFICIALLY
   OWNED BY
     EACH
  REPORTING
 PERSON WITH
               ------------------------------------------------------------

               6.  SHARED VOTING POWER


               ------------------------------------------------------------

               7.  SOLE DISPOSITIVE POWER

                   1,006,997

               ------------------------------------------------------------

               8.  SHARED DISPOSITIVE POWER


- ---------------------------------------------------------------------------

9.   AGGREGATE AMOUNT BENEFICIALLY OWNED BY EACH REPORTING PERSON

     1,006,997

- ---------------------------------------------------------------------------

10.  CHECK BOX IF THE AGGREGATE AMOUNT IN ROW (9) EXCLUDES CERTAIN SHARES*

     [ ]

- ---------------------------------------------------------------------------

11.  PERCENT OF CLASS REPRESENTED BY AMOUNT IN ROW 9

     13.55%

- ---------------------------------------------------------------------------

12.  TYPE OF REPORTING PERSON*

     Individual

- ---------------------------------------------------------------------------

                     *SEE INSTRUCTIONS BEFORE FILLING OUT!

<PAGE>

Item 1 (a).    Name of Issuer:

               Lithia Motors, Inc.                                          

Item 1 (b).    Address of Issuer's Principal Executive Offices:

               360 East Jackson                                             
               Medford, Oregon  97501                                  
 
Item 2 (a).    Name of Person Filing:

               W. Douglas Moreland                                     

Item 2 (b).    Address of Principal Business Office or, if none, Residence:

               2727 South Havana, Aurora, Colorado 80014              

Item 2 (c).    Citizenship:

               United States of America                                

Item 2 (d).    Title of Class of Securities:

               Class A Common Stock                                    

Item 2(e).     CUSIP Number:

               536797103                                               

Item 3.    If This Statement is Filed Pursuant to Rule 13d-1(b), or 13d-2(b)
           or (c), Check Whether the Person Filing is a:

(a)  [ ] Broker or dealer registered under Section 15 of the Exchange Act.

(b)  [ ] Bank as defined in Section 3(a)(6) of the Exchange Act.

(c)  [ ] Insurance company as defined in Section 3(a)(19) of the Exchange Act.

(d)  [ ]  Investment  company  registered  under  Section 8 of the  Investment
          Company Act.

(e)  [ ] An investment adviser in accordance with Rule 13d-1(b)(1)(ii)(E);

(f)  [ ] An employee  benefit plan or endowment  fund in accordance  with Rule
          13d-1(b)(1)(ii)(F)

(g)  [ ] A parent holding  company or control  person in accordance  with Rule
          13d-1(b)(1)(ii)(G);

(h)  [ ] A savings  association  as  defined in  Section  3(b) of the  Federal
          Deposit Insurance Act;

(i)  [ ] A church plan that is excluded  from the  definition of an investment
          company under Section 3(c)(14) of the Investment Company Act;

(j)  [ ] Group, in accordance with Rule 13d-1(b)(1)(ii)(J).

If this statement is filed pursuant to Rule 13d-1(c), check this box: [X]


                                  Page 3 of 5
<PAGE>

Item 4.    Ownership

(a)  Amount beneficially owned: 1,006,997

(b)  Percent of class: 13.55%

(c)  Number of shares as to which such person has:

     (i)  sole power to vote or to direct the vote: 1,006,997

     (ii) shared power to vote or to direct the vote:

     (iii) sole power to dispose or to direct the disposition of: 1,006,997

     (iv) shared power to dispose or to direct the disposition of:


Item 5.    Ownership of Five Percent or Less of a Class.

           NOT APPLICABLE


Item 6.    Ownership of More Than Five Percent on Behalf of Another Person.

     996,997  shares of Class A Common  Stock are held by family  limited
liability limited partnerships. Mr. Moreland and his wife are limited partners
and Mr.  Moreland is President  of the  corporate  general  partner of each of
these partnerships.

     Of the  996,997  shares,  521,053  shares are held by Cherry  Creek Dodge
RLLLP.  Moreland/Cherry  Creek,  Inc.,  is the general  partner of the limited
partnership. Mr. Moreland is President of such corporation.


Item 7.   Identification and Classification of the Subsidiary Which Acquired the
          Security Being Reported on by the Parent Holding Company.

          NOT APPLICABLE


Item 8.   Identification and Classification of Members of the Group.

          NOT APPLICABLE


Item 9.   Notice of Dissolution of Group.

          NOT APPLICABLE

                                 Page 4 of 5

<PAGE>

Item 10.  Certifications.

     By  signing  below I  certify  that,  to the best of my  knowledge  and
belief, the securities  referred to above were not acquired and are not held
for the purpose of or with the effect of changing or  influencing  the control
of the  issuer of the  securities  and were not  acquired  and are not held in
connection with or as a participant in any  transaction  having that effect or
purpose.

                                   SIGNATURE

     After reasonable  inquiry and to the best of my knowledge and belief, I
certify that the information set forth in this statement is true, complete and
correct.

 
May 21, 1999                            /s/ W. Douglas Moreland
- ---------------------                   ---------------------------------------
(Date)                                  (Name/Title)






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