EXHIBIT 99

                               LITHIA MOTORS, INC.

                    1997 NON-DISCRETIONARY STOCK OPTION PLAN
                           FOR NON-EMPLOYEE DIRECTORS


1.   PURPOSE OF THE PLAN

     The  purpose  of  this  1997   Non-Discretionary   Stock  Option  Plan  For
Non-Employee  Directors  (the  "Plan") is to  advance  the  interests  of Lithia
Motors,   Inc.,  an  Oregon  business   corporation   (the  "Company")  and  its
shareholders  by  enabling  the  Company to attract  and retain the  services of
qualified  outside directors as members of the Board of Directors of the Company
who are not employees of the Company or any of its  Subsidiaries  by giving them
an  opportunity  to  participate  in the  ownership of the Company.  The Options
granted  under this Plan are intended to NOT qualify as incentive  stock options
as defined in Section 422 of the Internal  Revenue Code of 1986, as amended.  It
is intended that this Plan be  considered  and  interpreted  as  constituting  a
"non-discretionary  plan" under  Section 16  of the  Securities  Exchange Act of
1934,  as  amended,  and  within  the  meaning  of the  rules,  regulations  and
interpretations  under such as adopted from time to time by the  Securities  and
Exchange Commission.

2.   DEFINITIONS

     As used herein, the following definitions shall apply:

     (a) "Board of Directors" shall mean the Board of Directors of the Company.

     (b) "Committee" shall mean the Committee  appointed as specified in Article
V of this Plan, or the Board of Directors if no such  Committee  shall have been
appointed.

     (c) "Common Stock" shall mean the Class A Common Stock of the Company.

     (d)  "Company"   shall  mean  Lithia  Motors,   Inc.,  an  Oregon  business
corporation.

     (e) "Effective  Date" shall mean the effective date of this Plan,  March 1,
1997.  [Subject  to  approval  by the  holders  of a majority  of the  Company's
outstanding  shares present,  in person or by proxy,  and entitled to vote at an
annual meeting of shareholders  or at a special  meeting of shareholders  called
for the purpose of approving this Plan].

     (f) "Employee" means any person employed by the Company or a Subsidiary.

     (g)  "Non-Employee  Director"  means any person  who is a  director  of the
Company but who is not at such time an Employee.

     (h) "Option" shall mean an option to purchase Shares of Common Stock of the
Company granted under this Plan pursuant to a written option agreement.

     (i)  "Optionee"  shall mean any  individual  who is granted an Option under
this Plan.

     (j)  "Parent"   shall  mean  any   corporation  in  an  unbroken  chain  of
corporations  ending  with the  Company  if, at the time of the  granting  of an
Option,  each of the  corporations  other than the Company owns stock possessing
50 percent or more of the total combined voting power of all classes of stock in
one of the other corporations in such chain.

     (k)  "Plan"  means  this  1997  Non-Discretionary  Stock  Option  Plan  for
Non-Employee Directors of Lithia Motors, Inc.

     (l) "Share" shall mean a share of the Common Stock.

     (m)  "Subsidiary"  shall  mean  any  corporation  in an  unbroken  chain of
corporations  beginning  with the Company if, at the time of the  granting of an
Option, each of the corporations other than the last corporation in the unbroken
chain owns stock  possessing  50 percent  or more of the total  combined  voting
power of all classes of stock in one of the other corporations in such chain.

3.   STOCK SUBJECT TO THE PLAN

     Except as provided  in  Section 9.1,  the total  number of Shares of Common
Stock  covered by all Options  granted  under this Plan shall not exceed  15,000
Shares, which Shares may be in whole or in part, as the Board shall from time to
time determine,  authorized but unissued Shares or issued Shares which have been
reacquired  by the  Company.  There shall at all times be reserved  for issuance
upon the exercise of Options to be granted from time to time under this Plan the
number of Shares of Common Stock covered by this Plan as herein set forth. If an
Option shall expire or terminate for any reason without having been exercised in
full, unless this Plan itself shall have been terminated, the unpurchased Shares
covered  thereby  shall be added to the Shares  otherwise  available for Options
which may be granted in accordance  with the terms of this Plan. If an Option is
exercised  in part or in full,  the  number of Shares  covered  by this Plan and
reserved  for  issuance  under this Plan shall  automatically  be reduced by the
number of Shares purchased pursuant to the exercise of such Option.

4.   DURATION OF THE PLAN

     This Plan shall be  effective  as of March 1, 1997,  and shall  continue in
effect  until  Options  have been  exercised  with  respect to all of the Shares
reserved for this Plan (subject to any  adjustments  under  Section 9.1  of this
Plan),  provided,  however, that unless sooner terminated by action of the Board
of  Directors,  this Plan  shall  terminate  on,  and no Option  may be  granted
hereunder after eighth anniversary of the Effective Date. The Board of Directors
shall have the right to suspend or  terminate  this Plan at any time except with
respect to any Options then outstanding under this Plan.

5.   ADMINISTRATION OF THE PLAN

     The Plan shall be administered  by the Committee  appointed by the Board of
Directors and consisting of not less than two directors.  The Board of Directors
may at any time assume the  responsibilities  of and act as the Committee if the
Board of  Directors  so  elects.  The Board of  Directors  may from time to time
appoint members of the Committee in substitution  for and in addition to members
previously  appointed and may fill vacancies,  however caused, in the Committee.
The  Committee  may select one of its members as its chairman and shall hold its
meetings at such times and places as it shall deem advisable.  A majority of the
members of the Committee shall constitute a quorum. All actions of the Committee
shall  be taken by a  majority  of its  members.  Any  action  may be taken by a
written  instrument  signed by all Committee  members,  and all actions so taken
shall be fully as  effective  as if it has been taken by a vote of a majority of
the members at a meeting duly called and held.

     Subject  to the  provisions  of this  Plan  and  any  additional  terms  or
conditions imposed by the Board, the Committee shall administer the Plan and the
Options granted thereunder and shall have the authority to prescribe the form of
the agreement embodying the Options. Subject to the provisions contained in this
Plan, the Committee may from time to time adopt rules and  regulations  relating
to the administration of the Plan and the interpretation and construction by the
Committee of the  provisions of the Plan or an option  agreement  shall be final
and  conclusive.  The Committee  may correct any defect,  supply any omission or
reconcile  any  inconsistency  in this Plan or in any  option  agreement  in the
manner and to the extent it shall deem appropriate.

     Notwithstanding  any other  provision of this Plan, the Committee shall not
have any power to determine (a) who shall  receive  grants of Options under this
Plan,  (b) the number of shares covered by Options in each grant of Option under
this Plan, or (c) the timing of grants of Option under this Plan.

     No director who shall hold or be eligible to hold an Option under this Plan
shall vote on any action taken  thereunder by the Committee  which involves such
director.

6.   ELIGIBILITY

     Each  Non-Employee  Director  shall  be  eligible  to  receive  Options  in
accordance with this Plan.

7.   OPTION AWARDS, TERMS AND CONDITIONS

     7.1 All  persons  who are  Non-Employee  Directors  of the  Company  on the
Effective  Date shall  pursuant to this Plan receive an Option for 1,500 Shares,
which Option  shall be first  exercisable  on  September  1, 1997,  at an Option
exercise price of $ per share, subject to the other terms and conditions of this
Section 7.

     7.2 All persons who are not Directors of the Company on the Effective  Date
but who commence service as a Non-Employee  Director of the Company on or before
the first  anniversary  of the  Effective  Date  shall,  pursuant  to this Plan,
receive on the second  day of  January of the year  following  the year in which
such Director  commenced  service as a an Option for 1,500 Shares,  which Option
shall become first exercisable six (6) months following the date of grant, at an
Option  exercise  price  determined in  accordance  with  Section 14  hereof and
subject to the other terms and conditions of this Section 7.

     7.3 All persons who are Non-Employee Directors of the Company on the second
day of January of each year the Plan remains  effective,  shall pursuant to this
Plan  receive on each such date an Option for 1,500  Shares,  which Option shall
become first  exercisable  six  (6) months  following  the date of grant,  at an
Option  exercise  price  determined in accordance  with  Section 7.4  hereof and
subject to the other terms and conditions of this Section 7.

     7.4 Except as set forth in Section 7.1, all Options granted under this Plan
shall be exercisable at a per share Option  exercise price equal to 100% percent
of the fair market value of a Share on the date of the grant of such Option (the
appropriate anniversary date of the Plan). Fair market value shall be determined
as follows:  (a) if the Company's  Common Stock is publicly  traded but not on a
recognized  securities  exchange  (including the NASDAQ national market system),
the fair market value of a share of Common Stock shall be the average of the bid
and asked prices at closing on such date in the over the counter market;  (b) if
the  Company's  Common  Stock is  publicly  traded  on a  recognized  securities
exchange (include the NASDAQ national market system), the fair market value of a
share of Common  Stock shall be the  average of the  highest and lowest  selling
prices on such date or the nearest preceding date on which trading occurred;  or
(c) if the Company's Common Stock is not publicly traded,  the fair market value
shall be determined by the Committee.

     7.5 All  Options  granted  under  this Plan shall be  evidenced  by written
option  agreements  the form of which shall have been approved from time to time
by the Committee.  The option  agreements shall be consistent with this Plan and
shall  include  in  substance  the terms  and  conditions  of this  Section 7 as
appropriate.

     7.6 Each Option shall  specify the term or duration of the Option  granted;
provided that no Option shall be  exercisable  after the  expiration of 10 years
from the date of the grant of such Option.  Partial  exercise shall be permitted
from time to time.

     7.7 No Option shall be transferable by the Optionee  otherwise than by will
or the laws of descent and distribution, and Options shall be exercisable during
the lifetime of the Optionee only by that Optionee.

     7.8 Each Option shall provide that in the event that an Optionee  ceases to
be a Director of the Company for any reason  other than the death or  disability
of the Optionee,  any Option or unexercised  portion thereof which was otherwise
exercisable on the date of such termination as a Director shall terminate unless
exercised  within a period of 90 days from the date on which the Optionee ceased
to be a Director,  provided that this provision shall not extend the time within
which the Option may be exercised  beyond the limits described in Section 7.6 of
this Plan.

     7.9 Each Option shall provide that in the event that an Optionee  ceases to
be a Director of the Company by reason of the Optionee  becoming  disabled,  any
Option or  unexercised  portion  thereof which was otherwise  exercisable on the
date of such termination as a Director shall terminate unless exercised within a
period of one year from the date on which the Optionee  ceased to be a Director,
provided that this  provision  shall not extend the time within which the Option
may be  exercised  beyond  the limits  described  in  Section 7.6  of this Plan.
Disability  shall be  determined  in accordance  with  Section 105(d)(4)  of the
Internal Revenue Code of 1986, as amended.

     7.10 Each option shall  provide  that,  in the event an Optionee  shall die
while a Director of the Company  and shall not have fully  exercised  an Option,
the Option may be exercised,  to the extent not previously exercised and subject
to any  vesting  provisions,  at any time  within one year after the  Optionee's
death by the estate of the  Optionee  or by any person or persons who shall have
acquired  the Option  directly  from the  Optionee  by  bequest or  inheritance,
provided that this  provision  shall not extend the time within which the Option
may be exercised beyond the limits described in Section 7.6 of the Plan.

     7.11 Each Option shall  specify  that the Optionee by accepting  the option
agrees  that  whenever  the  Company  undertakes  a firmly  underwritten  public
offering of its securities and if requested by the managing  underwriter in such
offering,  the Optionee  will enter into an agreement  not to sell or dispose of
any securities of the Company owned or controlled by the Optionee  provided that
such  restriction  shall not extend beyond  12 months from the effective date of
the registration statement filed in connection with such offering.

8.   EXERCISE OF OPTIONS TO PURCHASE SHARES

     8.1 Shares may be purchased or acquired pursuant to an option granted under
this Plan only  upon  receipt  by the  Company  of  written  notice  signed  and
delivered  by the  Optionee  (or,  in the case of  exercise  after  death of the
Optionee,  by the executor,  administrator,  heir or legatee of the Optionee, as
the case may be)  directed to the  President or Chief  Financial  Officer of the
Company at the principal business office of the Company. Such notice shall state
the number of Shares being purchased, shall specify the method of payment of the
exercise  price for the Shares being  purchased,  and,  unless in the opinion of
counsel for the Company such a representation is not required in order to comply
with the Securities Act of 1933, as amended, shall contain a representation that
it is the Optionee's then present  intention to acquire the Shares issuable upon
exercise of the Option for  investment  and not with a view to, or in connection
with, any distribution thereof.

     8.2 On or before the  completion of the purchase of Shares  pursuant to the
exercise of an Option, the Optionee must have paid the Company the full purchase
price of said  Shares by check or, if  allowed by either the terms of the Option
or by action of the  Committee  at the time of such  exercise,  by  surrender of
other  previously  acquired  securities  of the Company,  including a "cashless"
exercise  effected  through a  registered  broker/dealer  or  directly  with the
Company. If the exercise price is being paid in whole or in part by the delivery
of other securities of the Company,  the notice shall be accompanied by delivery
of the  certificates  or instruments  representing  such other  securities  duly
endorsed for  transfer.  Any other  securities of the Company shall be valued at
the publicly  reported  price for the last sale,  or the average of the publicly
reported closing bid and asked prices,  as applicable,  on the last business day
preceding the day the Company receives such notice, or, if there are no publicly
reported  prices of such other  securities  of the  Company,  at the fair market
value of such other  securities  of the Company,  as determined in good faith by
the Board of Directors.

     8.3 No Shares shall be issued until full payment therefor has been made and
an exercising  Optionee  shall have none of the rights of a  shareholder  of the
Company  as to  dividends,  voting  or  otherwise,  as to  such  Shares  until a
certificate or  certificates  representing  the Shares so acquired are issued to
such exercising Optionee.  Each Optionee who has exercised an Option shall, upon
notification of the amount due and prior to or concurrently with delivery of the
certificate or certificates  representing the Shares, pay to the Company amounts
necessary  to  satisfy  applicable  federal,  state  and local  withholding  tax
requirements  and, if the Optionee fails to do so, the Company may withhold such
amounts from other amounts owed by the Company to the Optionee.

     8.4 No Shares  shall be issued with  respect to the  exercise of any Option
unless the  exercise  and the  issuance  and delivery of the Shares shall comply
with  all  relevant  provisions  of  law,  including,  without  limitation,  any
applicable state  securities  laws, the Securities Act of 1933, as amended,  the
Securities Exchange Act of 1934, as amended,  the Internal Revenue Code of 1986,
as amended, the respective rules and regulations promulgated thereunder, and the
requirements of any stock exchange upon which the Shares may then be listed, and
shall be further subject to the approval of counsel for the Company with respect
to such compliance.  Inability of the Company to obtain from any regulatory body
having jurisdiction authority deemed by the Company's counsel to be necessary to
the lawful  issuance and sale of any Shares  hereunder shall relieve the Company
of any  liability  for the  nonissuance  or sale of such  Shares.  The Board may
require  any  action or  agreement  by an  Optionee  as may from time to time be
necessary  to comply  with the federal and state  securities  laws.  The Company
shall not be obliged to register  Options granted or Shares  purchased under the
Plan under any federal or state securities laws.

9.   CHANGES IN CAPITAL STRUCTURE

     9.1 Except as provided in  Section 9.2,  in the event that the  outstanding
Shares of Common Stock are  hereafter  increased or decreased or changed into or
exchanged  for a different  number or kind of Shares or other  securities of the
Company  or of another  corporation,  by reason of any  reorganization,  merger,
consolidation,  reclassification,  stock  split-up,  combination  of Shares,  or
dividend  payable  in  Shares,  appropriate  adjustment  shall  be  made  by the
Committee in the number and kind of Shares for the purchase of which Options may
be granted under this Plan. In addition,  the Committee  shall make  appropriate
adjustment in the number and kind of Shares as to which outstanding  Options, or
portions  thereof  then  unexercised,  shall be made as well as a  corresponding
adjustment  in the  exercise  price  per  Share  under  each  such  Option.  Any
determination  by the Committee as to what  adjustments  shall be made,  and the
extent thereof, shall be final, binding on all parties and conclusive.

     9.2 In the event of any  dissolution or liquidation of the Company,  or any
merger or  consolidation  with one or more  corporations in which the Company is
not the surviving entity, in lieu of any continuing rights under an Option,  the
Committee may, in its sole discretion, provide a 30-day period immediately prior
to such event  during  which the  Optionee  shall have the right to  exercise an
Option in whole or in part without any limitations on exercisability.

10.  AMENDMENT OF PLAN

     The  Board of  Directors  may at any time and from  time to time  modify or
amend this Plan in such  respect as it shall deem  advisable to conform with any
other  changes in the law while this Plan is in effect or for any other  reason,
provided, however, that except as provided in Section 9.1 hereof no change in an
Option already  granted to an Optionee shall be made without the written consent
of such  Optionee,  and  provided,  further,  that unless  also  approved by the
unanimous  written  consent of the  shareholders  of the Company or by a vote of
shareholders  owning not less than a majority of all shares entitled to vote and
represented at an annual meeting or a special  meeting called for the purpose of
such  approval,  no amendment  or change (a)  increasing  the maximum  number of
Shares as to which  Options may be granted  under this Plan,  (b)  reducing  the
exercise price of Options,  (c) extending the period during which Options may be
granted  or  exercised  under this Plan,  or (d)  changing  the class of persons
eligible to receive  Options under the Plan shall be effective.  This Plan shall
not be  amended  within  six months  following  the  adoption  of this Plan or a
previous amendment to this Plan, unless such subsequent amendment is in response
to changes in the federal income tax laws.

11.  CONTINUATION AS A DIRECTOR

     Nothing in the Plan or any Option or right  granted  pursuant  hereto shall
confer upon any  Non-Employee  Director or  transferee  a continued  right to be
nominated for or to serve on the Board.

12.  ISSUE AND TRANSFER TAXES

     The Board of  Directors  may from time to time agree to require the Company
to pay issuance or transfer  taxes on Shares issued  pursuant to the exercise of
an Option under this Plan.