The 2021 and 2022 model years are busy ones for Jeep, as the automaker is rolling out new models and slapping new powertrains into existing mainstays. To help build a following for two of its newest nameplates, Jeep dealers are holding invite-only events for potential customers, where they can touch, feel, and see the new models up close. The Jeep Wagoneer and Grand Wagoneer push the envelope for luxury and price, so it’s important that prospective buyers are able to see as much of them in person as possible.

As Automotive News reports, the events transformed dealerships into flashy party spaces. Wine and beer were served, along with hors d’oeuvres. Some had live music and special lighting in their showrooms for the events. The idea behind the parties is to lure luxury buyers from other brands. The Wagoneer’s price point and configurations put it squarely into premium territory, so the dealers are setting their sights on buyers that previously bought from BMW, Cadillac, and others.

Jeep dealers are also getting serious about employee training. Prior to the Wagoneer and Grand Wagoneer shindigs, dealers conducted in-person trainings on the product and the expected customer experience. They believe that the knowledge boost will help dealership employees deliver a better experience to buyers of all Jeep vehicles, not just the flagship models.

The Wagoneer, which sits on the premium end of the Jeep lineup, competes against the Cadillac Escalade, GMC Yukon, and Chevrolet Suburban. The Jeep’s base engine is a 5.7-liter V8 that makes 392 horsepower and 404 pound-feet of torque. It’s paired with an eight-speed automatic transmission. With that engine on board, the Wagoneer can tow up to 10,000 pounds, which out-pulls the Escalade. Depending on the trim level, hopeful buyers could be spending as much as $100,000 for a new Wagoneer, which may explain some of the fanfare around its launch.