The SEMA Professional Restylers Organization (PRO) has announced the six automotive restyling shops that will compete in its PRO Cup Challenge at the 2025 SEMA Show, Nov. 4-7 in Las Vegas, Nevada. The finalists are Auto Additions Inc., Auto Trim Restyling, Automotive Concepts, DV8 Customs LLC, MARS of Billings, and Sun Line Sunroofs.
Taking place in the West Hall in the PRO Booth, the PRO Cup Challenge celebrates the creativity, craftsmanship and innovation of the restyling industry while demonstrating the value of working with manufacturers and dealers to offer market-ready vehicle accessory packages, show officials stated in a press release.
The competition challenges finalists to:
- Design an accessory package for a new-model vehicle that appeals to a broad audience.
- Deliver a dealer-ready build, with criteria of no more than 40 labor hours per package installed and a wholesale cost under $12,500.
“The PRO Cup Challenge provides the best opportunity for automotive restylers to showcase their skills and talents on the industry’s global stage,” said Kevin Gillis, PRO chair. “From stylish designs to accessory upgrades that enhance convenience and comfort, this year’s competition will shine a light on builds designed to excite enthusiasts and deliver greater profit to dealers.”
The PRO Cup Challenge Showcases Restyling Products in Real-World Applications
Bringing its proven expertise back to the competition is Auto Trim Restyling, named the 2024 PRO Cup Challenge’s People’s Choice Award winner for its customized ’24 Toyota Land Cruiser. Meanwhile, newcomers DV8 Customs and Sun Line Sunroofs will make their PRO Cup Challenge debut, showcasing their vision and talent alongside other great shops, noted the release.
“Attendees can expect a build that shows off our style, creativity, and attention to detail,” said Nick Svec, managing partner at DV8 Customs. “We do have a theme locked down and are currently in the creative process of really making it come to life.”
Building on the momentum of past competitions, the 2025 PRO Cup Challenge will feature parts and accessories from leading manufacturers in the restyling realm. While buyers can visit the West Hall and see new products from exhibitors’ booths directly, the PRO Cup Challenge brings their products together in real-world applications, demonstrating how their parts can be used to create marketable vehicle customizations.
A panel of 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, which will be recognized with the People’s Choice Award. Winners will be announced at the PRO Happy Hour on Wednesday, Nov. 5, from 4-5 p.m. in West Hall.