Joseph Agresta, president of Benzel-Busch, said the rally helps clients understand the brand and "experience the cars in the environment they were engineered and designed for."
"The drivers really get an opportunity to get a sense of what the cars are actually all about," he said. "It's more than just about exclusivity. It's about performance."
At any Mercedes dealership, customers who buy some AMG models receive a complimentary day of track driving at the AMG academy.
Benzel-Busch takes the incentive to the next level with its two-day rally, which begins with an escort out of town by the Englewood Police Department.
"That's just a nice thing the local police department does for us to get out of town safely," Agresta said. "I think they also want to make sure we're not speeding out of town."
But the event "isn't just about speed," he said.
The rally follows a planned two-hour, off-highway route with a trivia contest and photo scavenger hunt along the way to the track. Participants get points for posting pictures on social media and answering questions correctly, Agresta said.
The winner's name is engraved on a Tiffany & Co. trophy that stays in the dealership's collection.
Each Benzel-Busch invitee may bring one guest for the stay at the Interlaken Inn and receives a gift bag and polo shirt.
The first day includes a meet-and-greet, lunch and an introduction to new AMG products.
On the second day, the customers drive on the track, and their guests can attend a free lunch and wine tasting at the Millbrook Vineyards & Winery. The only thing attendees pay for, Agresta said, is fuel for their vehicles.
Although the event is "not inexpensive" for the dealership — Agresta declined to give a more precise cost — he said it's a "worthwhile endeavor" to bring the dealership's customers together.