By SEMA News Editors
PRO Council Chair Kevin Gillis, PRO Cup Challenge Winner Chelsea Allen of Crush Customs (Marietta, Georgia) and SEMA CEO Mike Spagnola.
The SEMA Professional Restylers Organization (PRO) named Crush Customs of Marietta, Georgia, winner of the 2026 PRO Cup Challenge for its restyled '26 Kia K5. Unveiled at the 2026 SEMA Show in Las Vegas, the winning vehicle was selected for its marketability, creativity, ease of replication and profit potential.
Crush Customs also earned the PRO Cup Challenge People's Choice Award, based on votes from SEMA Show attendees, making Crush Customs the first company in the competition's history to win both awards. In addition to its PRO Cup Challenge honors, Crush Customs was named 2026 PRO Restyler of the Year for its efforts to improve industry standards and advance trends that benefit the restyling industry.
"Crush Customs' Kia K5 represents what the PRO Cup Challenge is all about: a creative, consumer-focused accessory package that restylers and dealerships can successfully bring to market," said Kevin Gillis, chair of PRO. "The competition recognizes builds that go beyond appearance to demonstrate real marketability, profitability and the potential for replication. The Kia K5 brings all of those elements together in a package that can help dealers sell vehicles and create new opportunities for restylers."
A Custom Car with a Real Impact
The Kia K5 carries the theme "Pink on Purpose," a Crush Customs initiative developed with dealership partners. For every pink-themed vehicle sold, a portion of the proceeds is donated to the Susan G. Komen breast cancer organization
The vehicle features an Alea interior, XPEL matte paint protection film (PPF) wrap, Crush Customs painted calipers, Race Sport ambient lighting, Seatbelt Planet seatbelt conversion, Wheel X body kit, Luxwood-branded POP edition emblems and rocker trim molding, and an Atokee starlight headliner.
"Crush Customs experienced a big viral moment when we started doing pink interiors, especially through our work with Kia. We saw the impact that pink interiors had in showrooms across the nation, so we elevated the idea for the competition," said Crush Customs Owner and Founder Chelsea Allen. "We hope to keep the momentum going toward the end of the year and continue to be a source of profitability for our dealers and help them sell cars."
Showcasing the Value of Market-Ready Vehicles
Held annually in the PRO booth (#50237) in the West Hall, the PRO Cup Challenge demonstrates the value of offering market-ready accessory packages that appeal to consumers and can be replicated and sold at scale, rather than one-off builds. Eligible packages must cost no more than $14,500 and require no more than 50 hours to install.
Other 2026 PRO Cup Challenge finalists were Auto Sunroof & Leather ('26 Jeep Gladiator), Automotive Concepts ('27 Toyota Land Cruiser), DPS Automotive ('26 INEOS Grenadier), Pickup Outfitters ('26 Ford F-150) and Restylers Aftermarket Specialist ('26 Ford Maverick).
The PRO Cup Challenge vehicles, including the Kia K5, are showcased in the PRO Booth in West Hall, Booth #50237, at the 2026 SEMA Show.
For information about the SEMA PRO Cup Challenge, visit semapcc.com.
