Lookers chief executive Andy Bruce is set to take on the Industry Leader Challenge, which raises funds and awareness for motor industry charity Ben.
Bruce was passed the baton by Jaguar Land Rover UK managing director Jeremy Hicks during the annual Ben Ball last night.
During the event, Ben revealed that Hicks and teams from JLR's headquarters and its retailers had raised a massive £214,644 during 2017, through a cross channel relay swim plus running and cycling events.
Bruce said his challenge will be one which fits well with the new technology coming through in the car industry - he will look to company colleagues to help him with a zero emissions marathon to get around all of Lookers' 150 dealerships, including its Northern Ireland businesses.
Hicks had been nominated by Marshall Motor Holdings chief executive Daksh Gupta, who raised £142,000 doing a sponsored parachute jump in 2016.