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Senior managers at Marshall Motor Group raised £19,000 for industry charity Ben at their annual conference.
Managers took part in a BBC Apprentice-style programme to raise money for the charity and also obtain items due to go on auction at the annual Ben Ball, which takes place in London on 11 December.
In total, the value of the donations and the auction and raffle prizes is estimated at £40,000.
The 52 auction lots include a box for 18 people at the O2 for an event there, jewellery worth £1,000, a sailing trip around the Isle of Wight, track days and football match tickets.
Daksh Gupta, chief executive of Marshall, said: “This started as an exercise designed to be some fun, with a serious business element attached to it around planning, teamwork, organisation and motivation.
“It turned into something amazing on the day. The phones were red hot all afternoon as our senior managers and directors all trawled their contacts book for donations, both financial and auction lots,” he said.
Nigel Rothband, chief operating officer of BEN, said: “Having witnessed this fabulous fundraising effort, the energy, enthusiasm and total commitment of all those who took part, was what really struck me, especially when you consider that they had no idea they would be challenged in this way.”