But the automaker suffered a setback in May when it recalled 680,000 cars worldwide to check the electronic braking system that had failed on some E- and SL-class models.
The automaker's U.S. sales last year were up 2.5 percent over 2002, but it faces competitive pressure from BMW and Lexus. Through June, Mercedes sales were off 2.6 percent from the year-ago period, while BMW and Lexus U.S. sales rose 5.2 percent and 16.8 percent respectively.
Cervantez says Mercedes wants the tour to change consumers' opinions.
"We know from our experience over the years that people attending these events are significantly more likely to buy a Mercedes once they've had the opportunity to get behind the wheel," she says.
"We wanted to reinforce the things we own for Mercedes-Benz - our heritage, our reputation," Cervantez adds. "One of the ways we can bring that to light is by reaching out a bit."
Mark Speece, founder of the Atlanta brand analysis company 800 Degrees, disagrees.
"I think it cheapens Mercedes a bit," Speece says, because Mercedes is an "aspirational" brand. "To aspire means when you get to it, you've met the goal," he says. "But it's counterintuitive if you bring it to someone."
Mercedes has enlisted 19 marketing partners for the tour, including Saks Fifth Avenue, Michelin and MSN Direct.