A retro-inspired 2024 Land Cruiser LC25 custom build spearheaded by Auto Trim Restyling in St. Louis and local Missouri dealership Bommarito Toyota won the People’s Choice award as part of the PRO Cup Challenge at the 2024 SEMA Show.
The build, designed to highlight innovative products, was crafted to elevate the Land Cruiser’s capabilities and aesthetic appeal. The PRO Cup Challenge, put on annually by SEMA’s Professional Restylers Organization (PRO) council, encourages the creation of aftermarket upgrade packages attractive to dealership clients.
“We are extremely proud to be part of this SEMA PRO Cup Challenge build with ATR,” said Matt McManus, general sales manager of Bommarito Toyota. “Our Toyota truck and SUV lineup has always been about combining form and function and this Land Cruiser build perfectly captures that spirit. We are so excited to be a part of this win and have this vehicle on our Showroom floor.”
ATR installed a wide range of off-road and appearance accessories to check all the major boxes of the PRO Cup Challenge requirements. Builds were evaluated based on innovation, technical execution, aesthetic appeal and market relevance. The package must be easily duplicated and take no more that 40 hours of labor to install.
Attendees were asked to select their favorite for the People’s Choice award during the first days of the show.
Highlights of the ATR LC250 build include a Westcott Designs 2.5-inch preload collar lift kit, full-length modular roof rack, rear hatch ladder and dual side MOLLE panels tailored for overlanders; a LLumar paint protection film roof wrap; Method Race Wheels; Toyo Open Country 35-inch tires; and off-road lighting from RIGID Industries.
Following the show, the vehicle was transported by enclosed trailer to its temporary home at Bommarito Toyota, where it is currently offered for viewing or sale for $89,754.
