The 2021 Premier Dealer Cruise will mark the 13th Annual installment of our signature event. This year’s Dealer Cruise will take place December 2021 at Secrets The Vine in Cancun, Mexico.

Defining elegance, the AAA Four Diamond Secrets The Vine Cancun Resort is bordered by the blue waters of the Caribbean and white sand beaches in stunning Cancun, Mexico. This chic, contemporary adults-only haven combines the natural beauty of the Yucatan Peninsula with the sophistication and Unlimited-Luxury of an authentic world-class resort. .

Indulge in an expansive array of local and international cuisine with bold flavors at each venue. Choose from five a la carte gourmet restaurants, a buffet, a grill and a café. Enjoy Unlimited Top-Shelf spirts at seven exceptional bars and lounges. Your unlimited luxury includes all top-shelf spirits and beers.

Feel like a night out? Enjoy drinks, dinner and live entertainment at neighboring sister resorts.

The options are endless, you just have to qualify!


The Premier Dealer Cruise is the must-attend event on the aftermarket retailer’s calendar. Our program combines the best of both business and pleasure. Nowhere else can you get the same high level of training, networking, and sales opportunities – all packed into one week of luxury and fun at a tropical destination.

  • Product Training: Hands-on training sessions with 25+ leading diesel, off-road, and accessories product lines.
  • Networking: Mix and mingle with industry leaders: other top shop owners, sponsoring suppliers, and Premier staff.
  • Exclusive Sales: Dealers who qualify for the Cruise will have access to exclusive sales, unavailable anywhere else.
  • Unlimited Luxury: Flights, accommodations, food & drink – all expenses are paid. Enjoy all the sun,
    sand, and surf that you can handle.


We’re making it easier than ever to qualify to be in the running for the 2021 Premier Performance Land Cruise, all dealers are eligible based upon their points earned through purchases of Sponsoring Vendor’s products, overall purchases from Premier Performance, and growth bonus points and account standing/status.


Dealers will start accumulating Cruise Points based on purchases beginning January 1, 2020 and ending September 2021. Cruise Points along with a good account standing are the determining factors in who will be invited to join us in Cancun, Mexico. Throughout the qualifying period, all of the dealer purchases will be converted into Cruise Points based on this system:

All Purchases: $1 = 1 Point
No matter what you buy or when, you’ll get a point for every dollar spent.

All Sponsor Vendor Purchases: $1 = 2 Points
You’ll get 2 points for every dollar spent with our sponsoring vendors.

Year-over-Year Growth: $1 = 2 Points
When your purchases in 2020 grow past your purchases in 2019, you’ll get a bonus point for each dollar spent. The same process on a YTD basis will be used for 2021.

Special Sponsor Opportunities
Throughout the qualifying period, we’ll have special buying opportunities to take advantage of bonus Cruise Points! Make sure to check your emails and our social media pages often.

Qualifying Period
The qualifying window is January 1, 2020 – September, 2021  In order to qualify, your account with Premier must be in good standing at the end of the qualifying window. Customers whose overall purchases decline compared to the previous year may be disqualified. Final invitations will be distributed at Premier’s discretion.

Why The Dealer Cruise

Hands-on product training from 25+ sponsoring manufacturers

Networking opportunities with other top shop owners, manufacturers, and Premier staff

Unique sales opportunities available only to Cruise qualifiers.

Unlimited luxury - enjoy an all-expenses paid trip for two to a tropical paradise