"It's a bit of a party at the end of the day," says Andrea Pallard, Jeep PR, gesturing at the large rock band-like stage in the background.
"We've beers, barbecues, off-road trials, test drives and instructors – it's an event for the private customer to enjoy," he adds, as a Grand Cherokee driven by World Rally Champion Massimo 'Miki' Biasion clambers out of a ditch behind us.
It's here, in the Frazione Viazzano estate, near Parma in Italy, that Jeep has chosen to host what is claimed to be the first officially backed European "Camp Jeep".
The event, open to owners and those merely interested alike, is designed to demonstrate and promote the strengths of the brand, while giving owners the opportunity to test their Jeeps and enjoy the social aspect of such a gathering.
"We expect around 150-200 private customers to visit Camp Jeep," says Pallard. "They are coming from Italy, Belgium, Poland, Slovenia, Germany, Austria – primarily from Europe." Admission to the three-day event would set you back €130, approximately £100, and – pleasingly – passengers of paying customers could enter the rally for free.
The reasons for choosing Frazione Viazzano as the venue for Camp Jeep become evident once you clear the crest of the hill at the end of the access road. The estate, which is commonly used for hunting and off-road events, consists of vast tracts of land, miles of off-road trails and a disused terracotta mine.
Consequently it's ideal for Jeep, as it allowed three off-road courses to be established, ranging from simple gravel-strewn trails to assault courses laid out in foot-deep mud – and the variety of surfaces and inclines easily accommodate both beginners and professionals alike.
As well as the opportunity to drive off-road and try new cars from Jeep's line-up, including the new Cherokee and Grand Cherokee, visitors could also browse a host of aftermarket suppliers, buy spare parts, listen to live music and drive quad bikes on a dedicated course.
Numerous privately owned Jeeps, ranging from Jeep Cherokees through to custom-built competition Wranglers, were lined up alongside a collection of historic models – including an original Willys MB, Cherokee Chief, Gladiator pick-up and several earlier Wranglers.
Jeep's new compact SUV, the Renegade, was also on display. It garnered much interest from those interested in a smaller, more economical Jeep that still bore many of the brand's familiar hallmarks. It, like Jeep's other new models at the show, was a common sight around the event, regularly being demonstrated on and off the road.