By SEMA News Editors
The SEMA Professional Restylers Organization (PRO), a SEMA Council dedicated to advancing the automotive restyling market, has announced the six finalists that will compete in the 2024 PRO Cup Challenge. The competition, now in its fifth year at the SEMA Show, challenges automotive restylers to develop accessory packages for new-model vehicles that would take less than 40 hours to execute and have a wholesale cost of no more than $12,500 to dealers.
"With the new world of de-contented factory vehicles and the restrictions placed by the FTC on profit centers of the dealership, the objective of the program is to show how car dealers can benefit from working with restylers to pre-load accessory packages that are easy to replicate and appeal to the masses, as opposed to offering extravagant one-off builds," said PRO Chair Colby McLaughlin. "This competition not only provides restylers with a platform to showcase their creativity and skills but also highlights the many ways that new vehicles can be accessorized for added convenience, safety and style."
Six restyled builds will be displayed in PRO's booth (Booth #50203 in the West Hall) during the SEMA Show. Judges will select a PRO Cup Challenge winner based on the vehicle's marketability, ease of production, creativity and profitability.
Additionally, SEMA Showgoers can visit the builds and scan a QR code on-site to vote for the winner of the People's Choice award.
The 2024 SEMA PRO Cup Challenge finalists are:
- Auto Trim Design of Utah
- Auto Trim Restyling
- Automotive Concepts
- Classic Soft Trim Pittsburgh LLC
- Keystone Styling
- MARS of Billings
In 2023, Chuck Graf of Auto Sunroof and Leather won the SEMA PRO Cup Challenge for his '24 Subaru Crosstrek Premium build, which he dubbed "Ruff Rider" for its appeal to dog owners. The networking that resulted from entering the competition enabled Graf to meet more people who had great ideas.
"After the Show, our company used the credibility of SEMA and winning the PRO Cup Challenge while promoting our business," said Graf. "It was amazing to see customers perk up when they realized that the little shop they use in New York had a car in Las Vegas and won a competition at SEMA. Now, all our business cards say '2023 SEMA PRO Cup Challenge Winners.'"
SEMA Showgoers have until 2:00 p.m. PST on Wednesday, November 6, to submit their People's Choice votes in PRO's booth. The PRO Cup Challenge and People's Choice awards will be announced during the PRO Happy Hour on Wednesday, November 6, from 4:00 to 5:00 p.m. PST in the PRO booth.
"The SEMA Show is all about discovering new products, vehicle trends and ideas that can take businesses and careers to new levels," said Andy Tompkins, SEMA trade show director. "We look forward to seeing restylers use the latest parts and accessories to showcase their skills and creativity."
To learn more about the PRO Cup Challenge, visit sema.org/pro-cup-challenge. To learn more about PRO, visit sema.org/pro.