The SEMA PRO Council 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 no more than $12,500 to dealers.
“The objective of the program is to show how car dealers can benefit from working with restylers to preload accessory packages that appeal to the masses, as opposed to offering extravagant one-off builds,” said Colby McLaughlin, chair of PRO. “This competition showcases reseller’s creativity and 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 (#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 onsite 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 Graff of Auto Sunroof and Leather won the SEMA PRO Cup Challenge for his 2024 Subaru Crosstrek Premium build, which he dubbed “Ruff Rider” for its appeal to dog owners. The networking that resulted from entering the competition enabled Graff 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 Graff. “It was amazing to see customers perk up when they realized that our little shop had a car in Las Vegas and won a competition at SEMA. Now, all our business cards say ‘2023 SEMA PRO Cup Challenge Winners.‘”
Showgoers have until 2 p.m. on Wednesday, Nov. 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 4-5 p.m. Wednesday, Nov. 6, 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 showcase their skills and creativity.”
