Rita Luukkonen, general counsel at Master’s Transportation, is helping shape the company’s growth and innovation in the commercial vehicle industry through her leadership in financing, workforce development, and risk management.
At Master’s Transportation, Luukkonen has overseen major initiatives that include a PACE loan for energy-efficient upgrades such as geothermal heating and cooling systems, ensuring year-round comfort for the company’s technicians. Master’s Transportation, based in Belton, Missouri, provides new and used commercial buses, vans, and shuttles to clients across the United States.
Luukkonen was recently named one of Busline Magazine’s 2025 Women to Recognize in Busing, honoring her as one of 15 leaders advancing the industry through innovation and strategic leadership.
Over the past year, she restructured the human resources department, launched a labor strategy to support more than 30% annual growth, and developed partnerships with schools to build a skilled workforce. She also helped secure financing for the company’s new $72 million headquarters and established a captive insurance company to strengthen financial resilience.
“Rita has been an integral member of the Master’s Transportation team, and I’m proud of the exceptional work she continues to deliver,” said John Goodbrake, CEO of Master’s Transportation. “She serves as a role model not just for women but for all team members through her dedication to innovation and strategic leadership.”
Luukkonen continues to drive the company’s expansion through partnerships and economic incentives that create jobs and support long-term industry growth. Bus and Motorcoach News caught up with her to discuss her career and the transportation industry.
Bus & Motorcoach News: You’ve built a career in an industry where women are still underrepresented. What first drew you to the transportation sector, and what experiences shaped your path to becoming general counsel and a key leader at Master’s Transportation?
Rita Luukkonen: My journey into the transportation sector began as a corporate adviser and litigator in the bus industry, where I discovered the vital role that the commercial vehicle industry plays in moving communities forward and driving economic growth. My experience fueled my passion for business and provided a strong foundation in navigating the complex legal landscapes of transportation. At Master’s Transportation, I’ve leveraged this background to drive strategic initiatives and foster innovation, ensuring our legal strategies support our ambitious growth plans.
As one of the few women in a leadership role within the bus industry, I’ve often reflected on the importance of representation and mentorship. I believe that having diverse voices at the table leads to more comprehensive solutions and stronger outcomes. My personal commitment is to pave the way for more women to enter and thrive in this field, encouraging them to take on leadership roles and drive change.
BMN: You’ve led major initiatives like the $72 million headquarters project and programs supporting 30% annual workforce growth. What leadership principles have guided you through this period of rapid expansion and transformation?
RL: Leading through rapid expansion requires a clear vision and a commitment to fostering a collaborative environment. My leadership is grounded in transparency, empowering team members to take ownership of their roles and contribute to our shared goals. I prioritize open communication and adaptability, ensuring that we remain agile in the face of challenges. By cultivating a culture of continuous learning and innovation, we’ve been able to not only meet but exceed our growth targets, creating a dynamic and resilient organization.
BMN: From alternative financing models to developing a captive insurance company, you’ve advanced new approaches to risk and growth. How do these innovations position Master’s Transportation for long-term success in a changing commercial vehicle landscape?
RL: At Master’s Transportation, embracing innovative financial strategies has been key to our resilience and growth. By developing alternative financing models and establishing a captive insurance company, we’ve enhanced our ability to manage risks effectively while supporting our expansion efforts. These initiatives provide us with greater financial flexibility and stability, allowing us to adapt swiftly to market changes and seize new opportunities. Our proactive approach ensures that we remain at the forefront of the commercial vehicle industry, prepared to meet the evolving needs of our customers and stakeholders.
BMN: You were recently named to Busline’s 2025 “Women to Recognize” list, among other honors. What does this recognition mean to you personally, and what message do you hope it sends about women’s leadership in transportation?
RL: Being named to Busline’s 2025 “Women to Recognize” list is a profound honor that highlights the strides women are making in the transportation industry. Personally, it reaffirms my commitment to paving the way for more women to take on leadership roles and drive meaningful change. I hope this recognition inspires other women to pursue careers in transportation and showcases the impact of diverse leadership. It’s a testament to the progress we’ve made and a reminder of the work still needed to achieve true gender parity in our field.
BMN: Looking ahead, what’s your vision for Master’s Transportation and for the broader industry? Where do you see the most exciting opportunities for innovation and impact in the years to come?
RL: My vision for Master’s Transportation is to drive growth by offering vehicles that are lighter, safer, and fully customizable to meet and exceed our customers’ needs. We are committed to expanding our reach and enhancing our product offerings to provide tailored solutions for every client. By focusing on these areas, we aim to deliver exceptional value, achieve significant growth, and set new standards in customer satisfaction and industry leadership
