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De La Fuente's first job was as a car salesman, selling Mazda vehicles in El Cajon, California. After that, he moved onto El Cajo, California, working with John A. Rose Toyota. He become the General Sales Manager of Kearny Mesa Volkswagen.

De La Fuente began to branch out on his own and between the years of 1976 and 1990, he owned dealerships for auto brands including Audi, Cadillac, American Motor Corporation, Alfa Romeo, Chrysler, Dodge, GMC, Honda, Lincoln, Mazda, Mercury, Oldsmobile, Peugeot, Porsche and more. He built a total of 28 new franchises in California.[3]

In November 2015, De La Fuente and the city of San Diego reached settlement in a decades-long legal dispute over land use issues regarding a 312 acre area that De La Fuente was developing in Otay Mesa, near the US/Mexico border. The settlement involved $25 million in payments to Border Business Park, De La Fuente's development, and $8.2 million to the city, being paid by insurers.[4] The dispute involved the city's moving to run traffic through the business park and to construct an airport close to the land.[5] De La Fuente is now suing the lawyers who represented him in his lawsuit, alleging that they committed legal malpractice in advising him to accept the settlement, and accusing them of fraudulent concealment and breach of fiduciary duty.[citation needed]

He owns businesses in Uruguay, Mexico, Dominican Republic and the United States.[3]

[...]

Rocky De La Fuente filed his candidacy for President of the United States with the Federal Election Commission, filing as a Democrat.[6] He identifies as a conservative Democrat. He says he was inspired to run after becoming dissatisfied with the current crop of candidates, especially Donald Trump, whom he accuses of alienating large segments of the population. De La Fuente said he will primarily promote his campaign via social media.[1][6][7][8][9]

He received ninety-five votes at the New Hampshire Democratic primary, finishing in eighth place.[10]