This article was written by Dino Perfetti and originally published in THE SHOP.
Every year, the SEMA Show in Las Vegas brings together the best our industry has to offer—spotlighting everything from innovation, craftsmanship and technology to bold vehicle design. For professional restylers, however, one event stands apart from the rest: the SEMA PRO Cup Challenge.
Started in 2019 by the Professional Restylers Organization (PRO), a Specialty Equipment Market Association (SEMA) council, the PRO Cup Challenge has become a way to showcase the automotive restyling industry. It is more than a competition or a simple collection of impressive builds—it’s a proving ground where creativity must meet business discipline, dealer expectations and real-world profitability.
Here at Automotive Concepts, we’ve had the privilege of participating in the PRO Cup Challenge five times, bringing home three trophies, including the 2025 title with our Ford F-150 Black Label Edition.
While the recognition is something we are incredibly proud of, the real value of this experience goes far beyond the trophy.
My purpose in sharing this is not to boast, but to encourage other restyling shops across the country to step into this arena. The PRO Cup Challenge is one of the most impactful business-building experiences we’ve ever participated in, and I believe it can be the same for others in our industry.