By Ashley Reyes
The SEMA Professional Restylers Organization (PRO) is now accepting applications for the PRO Cup Challenge, the aftermarket industry's premier competition for automotive restylers whose creativity, craftsmanship and passion drive the automotive customization market.
Culminating at the 2026 SEMA Show, November 3-6, the PRO Cup Challenge will present six automotive restylers the opportunity to showcase their builds at the PRO booth #50237 in the Las Vegas Convention Center West Hall. The challenge: design and execute an accessory package for a new-model vehicle that can be installed in fewer than 50 hours and with a total cost not to exceed $14,500.
By placing real-world constraints on time and budget, the competition highlights the value of developing repeatable, scalable packages rather than one-off show vehicles.
"The PRO Cup Challenge empowers restylers to demonstrate what's possible when creativity meets real-world constraints," said PRO Council Director Denise Waddingham. "More importantly, it creates an opportunity for restylers, manufacturers and dealers to work together to show how thoughtfully designed upgrades can meet consumer demand while remaining profitable and easy to reproduce."
A Platform for Industry Recognition
At the Show, a panel of industry expert judges will select the PRO Cup Challenge winner based on vehicle marketability, ease of reproduction, creativity and profitability. Showgoers can also vote for their favorite build, recognizing it with the People's Choice Award. The competition will culminate on Wednesday, where the winner of both awards will be announced at the PRO Booth Happy Hour.
Beyond the recognition earned on the SEMA Show floor, the PRO Cup Challenge serves as a launch pad for business growth and professional connections. Participants gain visibility across SEMA channels, meet other restylers whom they can connect with and learn from, and collaborate with accessory manufacturers and dealers on market-ready builds that drive sales and profits.
Boost Your Brand and Your Build. Apply Today.
The PRO Cup Challenge is open to current PRO members, as well as SEMA member companies in automotive restyling that are eligible to join PRO. For more information or to apply for the competition, visit www.semapcc.com. The deadline to enter is July 24.
