By SEMA News Editors
With the 2025 SEMA Show preparing to unite the worldwide automotive business community November 4-7 in Las Vegas, one SEMA program is helping automotive restylers gain industry-wide recognition for their talents, build connections with industry leaders and elevate their brand.
Presented by the SEMA Professional Restylers Organization (PRO), the PRO Cup Challenge at the SEMA Show gives automotive restylers a unique chance to showcase their skills by inviting them to design an accessory package for a new-model vehicle that appeals to a broad audience.
As part of the competition, six companies will be selected to showcase their vehicle in the PRO booth in the Las Vegas Convention Center West Hall with the goal of showing restylers, dealers and accessory manufacturers the benefit of designing marketable packages rather than one-off vehicles. To qualify for the competition, the vehicle must have maximum labor hours of 40 hours per package installed and have a wholesale cost of no more than $12,500 to the dealer.
"From rugged off-road packages to luxury interior upgrades, the PRO Cup Challenge demonstrates how preloaded vehicle packages can be stylish and convenient without breaking the bank," said PRO Council Director Denise Waddingham. "For automotive restylers, it's not just a competition, it's an opportunity to advance the industry for the better."
More Than a Competition
Established in 2019, the SEMA PRO Cup Challenge has grown to be a special and sought after opportunity for restylers to push the boundaries of design, innovation and craftsmanship. The PRO Cup Challenge winner is selected by a panel of judges based on the vehicle's marketability, ease of reproduction, creativity and profitability. SEMA Showgoers will vote for their favorite accessory package and recognize it as the People's Choice Award winner.
Competitors not only gain the satisfaction of creating something unique, however. A big draw of the competition is the chance to rub elbows with like-minded competitors and make valuable industry connections by attending SEMA Show PRO networking events.
"If there's one good reason to sign up for the PRO Cup Challenge, it's to test your skills, meet new people and walk away with more than just a trophy," said Chuck Graff of Auto Sunroof and Leather, who won the 2023 PRO Cup Challenge for his accessorized '24 Subaru Crosstrek Premium.
2023 PRO Cup Challenge Winner Chuck Graff of Auto Sunroof and Leather.
Additionally, competing shops and their vehicles are featured in SEMA and PRO publications and social media during and after the SEMA Show, providing them with added exposure beyond the Show floor.
A Win-Win-Win
The PRO Cup Challenge takes place at the SEMA Show, but its impact on restylers, dealers and accessory manufacturers lasts far beyond the close of Show. Through the semapcc.com website, automotive restylers can view the build sheets for each vehicle and use them as inspiration for their own businesses.
Likewise, manufacturers who partner with PRO Cup Challenge participants to include their parts on the vehicles can use the challenge to demonstrate how their products can be used to create stunning, marketable vehicle customizations. Manufacturers who would like to donate parts for the competition can sign up here.
For dealers who collaborate with restylers to have a car in the competition, the challenge is great way to attract new customers and show their ability to meet the demand for personalized, one-of-a-kind vehicles.
Apply Today
Applications are due July 25. If selected, competitors must complete and submit a build sheet with the basic concept of their package by September 5. Apply here today and learn more about the PRO Cup Challenge at the 2025 SEMA Show here.