By Ashley Reyes
With thousands of buyers and media set to discover the latest automotive trends and business opportunities at the 2025 SEMA Show, automotive restylers will be able to showcase their talents through a unique opportunity presented by the SEMA Professional Restylers Organization (PRO).
Now in its seventh year, the PRO Cup Challenge invites automotive restylers to design an accessory package for a new-model vehicle that appeals to a broad audience. As part of the competition, six vehicles will be displayed in the PRO booth in West Hall, where each will be judged by industry experts and SEMA Show attendees for the chance to win a coveted award. The accessory package must be repeatable and profitable, have maximum labor hours of 40 hours per package installed, and have a wholesale cost no more than $12,500 to their dealer.
Classic Soft Trim of Pittsburgh won the 2024 PRO Cup Challenge for its customized 2024 Toyota RAV 4.
"From rugged off-road packages to luxury interior upgrades, the PRO Cup Challenge demonstrates the endless opportunities that exist within the automotive restyling market," said PRO Council Director Denise Waddingham. "Automotive restylers are encouraged to apply to demonstrate their innovation and showcase their ability to deliver market-ready solutions to dealerships."
Judges will select the PRO Cup Challenge winner based on the vehicle's marketability, ease of reproduction, creativity and profitability. Additionally, SEMA Showgoers will have the opportunity to vote for their favorite accessory package and recognize it with the People's Choice Award.
Auto Trim Restyling won the 2024 PRO Cup Challenge People's Choice Award for its customized '24 Toyota Land Cruiser LC250.
Applications are due July 25. If selected, competitors must complete and submit a build sheet with the basic idea of their package by September 5. Apply here today and learn more about the PRO Cup Challenge at the 2025 SEMA Show here.
PRO is looking for member manufacturers to donate parts or offer parts at a discounted price to PRO Cup Challenge applicants. This is a great opportunity to showcase your products on the vehicles that are selected for the competition. Sign up here.
