The SEMA PRO Cup Challenge: A Platform Built for Real-World Restylers
Each year at the SEMA Show, the automotive aftermarket showcases some of the most creative, technically impressive, and visually striking vehicles in the world. Amid the spectacle, the SEMA PRO Cup Challenge (PCC) stands apart, not because the builds are more extreme, but because they are more intentional.
The SEMA PRO Cup Challenge was created to serve a specific purpose: to give professional automotive restylers a national platform to demonstrate what is possible when creativity, craftsmanship, and business discipline intersect. Unlike many SEMA builds that push the boundaries of imagination with no regard for cost, labor, or replicability, the PCC is grounded in reality. Every vehicle is built with constraints that mirror the real-world environment restylers operate in every day: dealer expectations, consumer demand, profitability, and scalability.
At its core, the Pro Cup Challenge is not just a competition. It is a proof-of-concept. Each build must answer a simple yet powerful question: Could this vehicle be sold profitably on a dealer’s showroom floor tomorrow?
By design, the PCC celebrates the role restylers play in the automotive ecosystem. These are not concept cars or one-off marketing stunts from OEMs. They are dealer-driven, customer-ready vehicles that demonstrate how professional restylers add tangible value to dealerships, manufacturers, and end consumers alike.
The 2025 SEMA PRO Cup Challenge represented the program at its strongest. Six elite restyling companies from across the country were selected to participate, each partnering with a dealership and a network of manufacturers to deliver complete, cohesive builds under strict guidelines. The result was a lineup of vehicles that reflected not only exceptional craftsmanship but also market awareness, restraint, and strategic thinking.
From luxury SUVs to trucks, from outdoor adventure vehicles to street-focused performance builds, the 2025 PCC class demonstrated the full range of what modern automotive restyling can be, when done with purpose.
The Role of SEMA PRO: Why This Challenge Exists
The SEMA PRO Cup Challenge exists because of SEMA PRO—the Professional Restylers Organization, and it reflects the organization’s broader mission: to elevate, protect, and advance the professional automotive restyling industry.
SEMA PRO is the only SEMA council dedicated exclusively to restylers. Its members represent businesses that specialize in vehicle personalization through accessories, interiors, electronics, protection, performance, and styling—often working hand-in-hand with dealerships to create profitable add-on packages and differentiated inventory.
While the restyling industry is vibrant and innovative, it also faces constant challenges, including rapid technological shifts, rising costs, shifting consumer expectations, and increasing competition. SEMA PRO exists to ensure that restylers are not navigating those challenges alone.
Through education, advocacy, industry standards, and programs like the Pro Cup Challenge, SEMA PRO provides restylers with tools that go beyond marketing. It offers credibility. It creates access. And it builds community.
The Pro Cup Challenge is a natural extension of that mission. Rather than simply discussing best practices, the PCC puts them on display—on one of the industry’s biggest stages.
“The Pro Cup Challenge isn’t about building the wildest vehicle at SEMA. It’s about showing what restylers can actually sell, scale, and stand behind in the real world.”
Participation in the PCC is not automatic. Builders are selected through an application and review process that evaluates their readiness, professionalism, and ability to execute within the program’s constraints. Once selected, participants receive guidance, structure, and support throughout the entire build cycle, ensuring that the final result aligns with the values and standards of SEMA PRO.
Importantly, SEMA PRO’s involvement ensures that the challenge remains restyler-centric. The focus is not on shock value or excess, but on sustainable business growth. Builds must be realistic. Accessories must be available. Pricing must make sense. The final product must tell a story that resonates with both dealers and consumers.
In 2025, that philosophy was evident across every build. Whether the goal was to demonstrate luxury refinement, dealer-ready patriotism, outdoor capability, or heritage-inspired design, each entry reflected the guiding hand of SEMA PRO—keeping the challenge rooted in the real world while still allowing creativity to shine.
In the sections that follow, we’ll explore how that structure works, who helps make it possible behind the scenes, and how each builder brought their vision to life at the 2025 SEMA PRO Cup Challenge.
Ambassadors: The Support System Behind Every Build
One of the most unique and often overlooked aspects of the SEMA PRO Cup Challenge is the ambassador program. While the vehicles on the show floor get the spotlight, ambassadors operate largely behind the scenes—serving as guides, connectors, and advocates for each builder throughout the process.
Every Pro Cup Challenge builder is paired with a dedicated ambassador, typically an experienced industry professional with deep manufacturer relationships and a strong understanding of the restyling landscape. Their role is not to design, build, or make creative decisions, but to help ensure that builders can execute their vision efficiently, compliantly, and on time.
From the moment builders are selected, ambassadors become their primary point of contact. They help coordinate communication between builders, manufacturers, and SEMA PRO leadership. They provide clarity around deadlines, documentation requirements, photography, transportation logistics, and SEMA-specific rules that can otherwise become overwhelming—especially for first-time participants.
Just as importantly, ambassadors act as problem-solvers. Part delays, supplier questions, budget concerns, and last-minute adjustments are inevitable parts of any build. Ambassadors help builders navigate those challenges by leveraging their experience and industry connections, often opening doors to manufacturers or solutions that builders may not have been aware of.
In 2025, ambassadors played a crucial role in ensuring the challenge ran smoothly. They helped builders source donated and discounted products, ensured that build sheets were accurate and complete, and confirmed that every vehicle met the Pro Cup Challenge’s strict guidelines for labor hours, cost, and replicability. Their involvement allowed builders to focus on what they do best—building exceptional vehicles—without getting bogged down in administrative complexity.
The ambassador program also reinforces one of the core values of SEMA PRO: collaboration over competition. While the PCC ultimately crowns winners, the environment is intentionally supportive rather than cutthroat. Ambassadors help maintain that culture by encouraging knowledge-sharing, professionalism, and mutual respect among participants.
For many builders, the ambassador relationship becomes one of the most valuable takeaways from the experience—often extending well beyond the SEMA Show itself.
How the Pro Cup Challenge Works: Creativity Within Constraints
At first glance, the vehicles in the SEMA PRO Cup Challenge may seem like unrestricted show builds. In reality, the opposite is true. The strength of the PCC lies in its constraints.
Every Pro Cup Challenge build must adhere to a clearly defined set of rules designed to reflect real-world restyling conditions. These constraints are not intended to limit creativity, but to channel it into solutions that are market-ready and scalable.
Each build is capped by a strict budget and labor-hour limit, forcing builders to make deliberate choices about where to invest time and money. This mirrors the daily decisions restylers make when working with dealerships—balancing visual impact, functionality, and profitability.
Replicability is a central requirement. Accessories must be commercially available, installation processes must be repeatable, and the overall concept must be something a dealer could realistically order again. One-off fabrication and unobtainable components are discouraged in favor of solutions that can be deployed across multiple vehicles.
Judging criteria reflect these priorities. While creativity and aesthetics matter, judges also evaluate:
- Marketability: Does the vehicle appeal to a real buyer?
- Profitability: Can it be sold at a margin that makes sense for the dealer and restyler?
- Replicability: Can this build be recreated without extraordinary effort?
- Craftsmanship: Is the work executed at a professional level?
- Storytelling: Does the build communicate a clear, compelling concept?
This framework separates the Pro Cup Challenge from traditional show competitions. Success is not measured by excess, but by balance.
In 2025, these rules yielded a diverse lineup of vehicles that catered to different market segments—luxury, performance, lifestyle, and utility—while remaining grounded in commercial reality. Builders were challenged not just to build something impressive, but to build something smart.
With that foundation in place, the stage was set for six restyling companies to bring their visions to life—each interpreting the challenge in its own way and demonstrating a distinct approach to modern automotive restyling.
In the next section, we’ll take a closer look at the builders themselves and the vehicles they brought to the 2025 SEMA PRO Cup Challenge.
The Builders & the Builds
| Year | 2025 | |||||||
| Make | FORD | |||||||
| Model | F150 SUPERCREW | |||||||
| Trim | XLT | |||||||
| Vehicle Owner | METROPOLITAN FORD | |||||||
Location: Minnesota
Dealer Partner: Metropolitan Ford, Eden Prairie, Minnesota
For Automotive Concepts, the 2025 SEMA PRO Cup Challenge was an opportunity to do more than build an impressive truck—it was a chance to define a category.
Their entry, a 2025 Ford F-150 dubbed the Black Label 5.0 (“Five-Oh”), was conceived as a street-focused, performance-inspired truck that could compete visually and conceptually with high-end specialty models, while remaining attainable, profitable, and replicable for dealerships.
The concept originated from two overlapping milestones: the 50th anniversary of the Ford F-150 and the cultural significance the truck holds as America’s best-selling vehicle for decades. From that foundation, the Automotive Concepts team asked a critical business question: Is there room in the market for a premium, performance-oriented street truck that delivers the presence of boutique brands without their price tag?
The answer became the Black Label 5.0.
Visually, the truck featured a restrained yet confident design language. Gold accents were used throughout the build as a nod to the F-150’s golden anniversary, reinforcing the theme without overwhelming the vehicle. Aerodynamic components from Air Design—including front, cab, and tailgate spoilers—gave the truck a cohesive, lowered stance that immediately differentiated it from factory offerings.
The suspension setup, supplied by UMI Performance, played a central role in the build’s identity. Rather than pursuing an aggressive drop purely for aesthetics, Automotive Concepts focused on ride quality and performance, selecting a setup designed to maintain daily drivability. Fender flares from Bushwacker allowed for wider rubber, while 22-inch Arena wheels completed the sport-truck profile.
Inside, the build showcased one of its most forward-thinking elements. Automotive Concepts partnered with Katzkin to debut TechArt interior technology, featuring design patterns embedded beneath perforated leather. The result was a dynamic interior that revealed subtle details depending on light and viewing angle—elevating the cabin without sacrificing comfort or durability.
Adding to the exclusivity, each Black Label 5.0 build was designed to include serialized badging, with plans for a limited national run of 50 units. This approach gave dealers a straightforward narrative to sell—combining scarcity, heritage, and performance into a repeatable package.
From a business standpoint, the build checked every box for the Pro Cup Challenge. Accessories were available, installation processes were defined, and profit potential was strong. The dealership response was immediate and enthusiastic, validating the team’s belief that there is demand for a refined, street-oriented F-150 that sits between factory trims and ultra-premium specialty models.
“We didn’t want to build a one-off show truck. We wanted to build something a dealer could look at and say, ‘Yes, we can sell this.’”
The judges agreed. Automotive Concepts’ blend of storytelling, execution, and market awareness ultimately earned them the Overall Winner title at the 2025 SEMA PRO Cup Challenge—recognition not just for how the truck looked, but for how clearly it could succeed beyond the show floor.
Read more about Automotive Concepts Winning the 2025 SEMA PRO Cup Challenge with the “Black Label 5.0” Ford F-150 on their website.
| Accessory | Supplier | Labor Time | Cost to Dealer | MSRP | |||||||
| SUSPENSION LOWERING KIT | UMI PERFORMANCE | 6 | $2,958.00 | $3,899.00 | |||||||
| 22″ WHEELS / 22X10 -18 BATTLE | ARENA WHEEL CO. | 1 | $2,160.00 | $2,799.00 | |||||||
| 22″ TIRES PROXES STIII 305/40-22 | TOYO TIRE CO. | 1 | $828.00 | $1,149.00 | |||||||
| FENDER FLARES / EXTENDA FENDER | BUSHWACKER | 2 | $990.00 | $1,699.00 | |||||||
| HOOD SCOOP | AIR DESIGN | 0.5 | $498.00 | $649.00 | |||||||
| POWER SUNROOF / 700 SERIES | CHAMPION AUTOMOTIVE | 9 | $1,499.00 | $1,999.00 | |||||||
| WINDOW TINT / 50% CTX | LLUMAR | 1 | $149.00 | $209.00 | |||||||
| FRONT LIP SPOILER | AIR DESIGN | 0.5 | $479.00 | $649.00 | |||||||
| TAILGATE SPOILER | AIR DESIGN | 0.5 | $479.00 | $649.00 | |||||||
| CAB SPOILER | AIR DESIGN | 0.5 | $449.00 | $599.00 | |||||||
| BRAKE CALIPER COVERS | ROUGH COUNTRY | 1 | $499.00 | $649.00 | |||||||
| CUSTOM GRAPHICS / BADGING | AC / LUXWOOD | 4 | $599.00 | $899.00 | |||||||
| KATZKIN LEATHER INTERIOR | KATZKIN | 6 | $1,585.00 | $2,180.00 | |||||||
| SIDE MIRROR COVERS / GLOSS BLACK | TRIM ILLUSION | 0.5 | $79.00 | $102.00 | |||||||
| TONNEAU COVER / SOFT ROLL-UP | REAL TRUCK | 0.5 | $599.00 | $779.00 | |||||||
| OEM WHEEL & TIRE CREDIT | $(1,100.00) | $(1,100.00) | |||||||||
| OEM RUNNING BOARD CREDIT | $(250.00) | $(250.00) | |||||||||
| Total | 34 | $12,500.00 | $17,559.00 | ||||||||
| Year | 2025 | |||||||
| Make | LEXUS | |||||||
| Model | GX550 | |||||||
| Trim | OVERTRAIL PLUS | |||||||
| Vehicle Owner | GERMAIN LEXUS OF EASTON / AUTO ADDITIONS / AUTO APPEARANCE PROS | |||||||
Location: Columbus, Ohio
Dealer Partner: Germain Lexus of Easton
If Automotive Concepts approached the PCC as a category-defining exercise, Auto Additions and Automotive Appearance Pros approached it as a philosophical one.
Their 2025 Lexus GX build, known as the Takumi Edition, was rooted in a single idea: craftsmanship still matters—perhaps now more than ever.
“Takumi” is a Japanese term reserved for master artisans who dedicate themselves to perfecting their craft over decades. Lexus has long embraced this philosophy at the factory level, and the Auto Additions / AAP team saw an opportunity to extend that narrative into the restyling world.
The choice of vehicle was deliberate. Luxury brands are often overlooked in dealer restyling conversations, with many assuming that personalization is limited to trucks and mainstream SUVs. The Takumi Edition challenged that assumption directly—proving that premium vehicles can be tastefully enhanced in ways that complement, rather than compromise, the OEM’s design language.
“A lot of restylers drive right past Lexus, BMW, and Mercedes dealerships thinking there’s nothing they can do—but that’s exactly the opportunity we wanted to highlight.”
Visually, the GX was refined rather than radical. One of the most impactful choices was the use of matte paint protection film over the factory Nori Green finish—fully protecting the vehicle while subtly transforming its appearance without repainting or permanent modification. Factory wheels were retained and powder-coated bronze, reinforcing the build’s OE-plus philosophy while tying into the overall color palette.
Inside, the Takumi philosophy came to life fully. Premium materials, restrained detailing, and precision execution transformed the cabin into a space that felt both bespoke and authentic. Subtle Takumi branding was integrated into interior touchpoints. At the same time, a Rolls-Royce–inspired starlight headliner—complete with a custom Lexus constellation—added an unexpected layer of luxury without overwhelming the vehicle’s original character.
What made the Takumi Edition especially compelling was not just its execution, but its collaboration. The build represented a true partnership between Auto Additions and Automotive Appearance Pros—two sister companies working in unison to deliver a single, cohesive vision.
From a dealership perspective, the impact was immediate. Germain Lexus of Easton recognized the build as a powerful showroom statement—one that demonstrated how restyling could elevate a luxury SUV without alienating discerning buyers. The vehicle wasn’t positioned as a one-off showpiece, but as a blueprint for future premium packages.
That clarity resonated with attendees as well. When voting concluded, the Takumi Edition was awarded People’s Choice, underscoring its broad appeal. It wasn’t just admired—it was wanted.
| Accessory | Supplier | Labor Time | Cost to Dealer | MSRP | |||||||
| PLATINUM MATTE PPF | EASTMAN/LLUMAR | $22.00 | $4,699.00 | $7,799.00 | |||||||
| FRONT 2 WINDOW TINT PINNACLE | EASTMAN/LLUMAR | $0.50 | $215.00 | $299.00 | |||||||
| XPEL WINDSHIELD PROTECTION FILM | XPEL | $1.00 | $399.00 | $599.00 | |||||||
| INTERIOR SCREEN PROTECTION FILM RADIO FACE | EASTMAN/LLUMAR | $0.25 | $99.00 | $179.00 | |||||||
| POWDER COAT WHEELS | TRI STATE | $0.50 | $849.00 | $1,399.00 | |||||||
| STARLINER HEADLINER | ORACLE | $11.00 | $1,599.00 | $2,699.00 | |||||||
| ROOF RACK | TENTATIVE RAGO FAB | $1.50 | $1,649.00 | $2,399.00 | |||||||
| VINYL ACCENTS | AVERY | $0.50 | $449.00 | $799.00 | |||||||
| SEAT BACK DVD SYSTEM | VOXX | $1.00 | $1,449.00 | $2,299.00 | |||||||
| TAKUMI BADGING / SILLS & MOLDING | LUXWOOD | $0.50 | $399.00 | $499.00 | |||||||
| EMBROIDERED HEADRESTS | KATZKIN | $0.25 | $249.00 | $499.00 | |||||||
| Total | $39.00 | $12,055.00 | $19,469.00 | ||||||||
Sun Line Sunroofs: 2026 Chevy Silverado “America’s 250th Anniversary Edition”
| Year | 2026 | |||||||
| Make | Chevy | |||||||
| Model | Silverado 1500 | |||||||
| Trim | LT | |||||||
| Vehicle Owner | Empire Chevy | |||||||
Location: Long Island, New York
Dealer Partner: Empire Chevrolet
Sun Line Sunroof (aka Sun Line Auto Restyling) approached the 2025 SEMA PRO Cup Challenge with one goal in mind: build a truck that dealerships could sell again—and again—without hesitation.
Their entry, a 2026 Chevy Silverado themed around America’s 250th Anniversary, was designed as a fully scalable, color-agnostic showroom package that balanced visual impact, patriotism, and strong dealer margins.
Starting with a base-model Silverado LT, the Sun Line team intentionally avoided over-customization. The strategy was disciplined yet straightforward: to create a comprehensive package that could be adapted to nearly any color, trim, and dealership market nationwide.
Visually, the truck delivered a bold but approachable presence. Chrome factory elements were replaced with Ecological bumper and grille overlays, instantly modernizing the truck’s appearance without requiring replacement parts. Subtle black accents, including a color-matched hood scoop from Rough Country and a contrasting roof wrap from Avery Dennison, sharpened the silhouette while remaining easy to replicate.
The interior carried the patriotic theme with precision. Katzkin leather seating features red, white, and blue stitching, paired with America 250 branding, which reinforces the anniversary narrative without overwhelming the cabin. A Champion power sunroof added an OEM-style premium touch, while a custom in-house-designed headliner introduced a level of detail rarely seen in pickup trucks.
One of the build’s most talked-about features was its color-matched tonneau cover. Sourced through RealTruck/Keystone, the cover demonstrated that visually striking elements don’t have to be custom or impractical. The fact that it was a production piece—available in multiple colors—reinforced the dealer-first mindset of the build.
From a business standpoint, the Silverado excelled. The build came in under budget, incorporated significant manufacturer support, and delivered strong estimated margins for dealerships. Sun Line confidently positioned the truck as a package capable of generating $15,000–$20,000 in additional profit while remaining accessible to mainstream buyers.
“This isn’t a ‘SEMA-only’ truck. This is a package a dealer could reorder in different colors, different trims, and still make great money.”
Dealer response validated that confidence. The Silverado wasn’t viewed as a show-only vehicle—it was seen as a template. A truck that could live on a showroom floor, drive immediate interest, and serve as a launchpad for future orders.
In a competition filled with creative storytelling, Sun Line Sunroofs distinguished themselves by focusing on execution at scale—proving that the most powerful builds are sometimes the most repeatable.
| Accessory | Supplier | Labor Time | Cost to Dealer | MSRP | |||||||
| Power Sunroof | Champion | 6 | $1,995.00 | $2,495.00 | |||||||
| Leather | Katzkin | 6 | $1,895.00 | $2,195.00 | |||||||
| Tonneau Cover | Keystone | 1 | $1,600.00 | $1,995.00 | |||||||
| Power Runing Boards | Rough Country | 2 | $1,200.00 | $1,495.00 | |||||||
| Vynal Wrap roof | Avery Dennison | 4 | $995.00 | $1,295.00 | |||||||
| Bumper overlays | Ecological | 1 | $450.00 | $600.00 | |||||||
| Grille Overlay | Ecological | 1 | $300.00 | $500.00 | |||||||
| Hood Scoupe | Rough Country | 1 | $295.00 | $395.00 | |||||||
| Bed Liner | Bed Rug | 1 | $400.00 | $500.00 | |||||||
| Leveling kit | Rough Country | 2 | $295.00 | $500.00 | |||||||
| Running Board Pads | Motion Marine | 1 | $400.00 | $500.00 | |||||||
| Silverado Black Emblems | Emblems plus | 1 | $195.00 | $295.00 | |||||||
| Tailgate Letters | Emblems Plus | 1 | $95.00 | $150.00 | |||||||
| Rear Window Decal | Cricket | 1 | $190.00 | $250.00 | |||||||
| Truck bed decals bowtie flag and letters | Emblems Plus | 1 | $195.00 | $250.00 | |||||||
| Wheels And Tires | Arkon | 1 | $2,500.00 | $3,000.00 | |||||||
| Door Handles and mirror covers | Trim Illision | 1 | 195 | 295 | |||||||
| Mud Flap Delete and fender covers | Rough country | 1 | 200 | 300 | |||||||
| Factory wheels and tires | -900 | ||||||||||
| Total | 33 | $12,495.00 | $17,010.00 | ||||||||
DV8 Customs: 2026 Ford Bronco “Cream City”
| Year | 2025 | |||||||
| Make | FORD | |||||||
| Model | BRONCO | |||||||
| Trim | BADLANDS | |||||||
| Vehicle Owner | KUNES FORD OF DELAVAN | |||||||
Location: Wisconsin
Dealer Partner: Kunes Ford of Delavan
For DV8 Customs, the Pro Cup Challenge was an opportunity to tell a story rooted in identity.
Their 2026 Ford Bronco, named Cream City, drew inspiration from Milwaukee’s historic Cream City brick architecture and the broader Wisconsin landscape. Rather than chasing trends, DV8 chose authenticity—building a vehicle that reflected who they are, where they’re from, and how they serve their market.
The exterior was wrapped in Avery Dennison gloss sand sparkle vinyl, setting a refined, understated tone. Carefully selected green accents—from painted brake calipers to custom emblems—paid homage to Wisconsin’s forests, while blue interior elements echoed the Great Lakes. The result was a color palette that felt intentional and regional without being literal.
Inside, the Bronco revealed its most distinctive feature: custom seatbelts from Seat Belt Planet, featuring a silhouette of the Milwaukee skyline. It was a small detail with an outsized impact—one that consistently drew attention and sparked conversation among attendees of the show.
Katzkin leather upholstery carried the Cream City theme throughout the cabin, while Vox rear entertainment systems added family-friendly functionality. Trim Illusion door handles and mirror covers completed the cohesive aesthetic.
Notably, the Bronco remained grounded in dealership reality. The vehicle retained its factory Sasquatch suspension package, demonstrating that impactful styling doesn’t require extensive mechanical changes. The build leaned on innovative combinations of available products rather than bespoke fabrication.
From the dealer’s perspective, the response was immediate. Interest from buyers formed even before the show concluded, reinforcing the idea that themed builds—when executed thoughtfully—can drive demand rather than limit it.
For DV8 Customs, Cream City represented more than a competition entry. It was proof that storytelling, regional pride, and innovative product selection can coexist in a build that is both personal and profitable.
| Accessory | Supplier | Labor Time | Cost to Dealer | MSRP | |||||||
| FULL VEHICLE WRAP ( AVERY DENNISON GLOSS SAND SPARKLE) | METRO RESTYLING | 24 | $4,000.00 | $5,000.00 | |||||||
| CUSTOM KATZKIN LEATHER | KATZKIN | 4 | $2,245.00 | $3,000.00 | |||||||
| WHEEL AND TIRE PACKAGE ( 20′ ANTHEM OFF ROAD RIMS & KELFIRE TIRES 33′ | CUSTOM OFFSETS | 0.5 | $2,200.00 | $3,200.00 | |||||||
| CUSTOMS SEATBELTS MILWAUKEE SKYLINE | SEATBELT PLANET | 3 | $1,000.00 | $1,500.00 | |||||||
| REAR DVD PLAYERS | VOXX ELECTRONICS | 2.5 | $1,200.00 | $2,200.00 | |||||||
| TINT | LLUMAR | 1 | $140.00 | $300.00 | |||||||
| PAINTED CALIPERS,EMLEMS, AND REAR HINGES | IN HOUSE | 4 | $500.00 | $900.00 | |||||||
| DOOR HANDLE & MIRROR COVERS | TRIM ILLUSION | 1 | $200.00 | $425.00 | |||||||
| Total | 40 | $11,485.00 | $16,525 | ||||||||
MARS of Billings: 2026 Kia Sportage “Summit Edition”
| Year | 2026 | |||||||
| Make | KIA | |||||||
| Model | Sportage | |||||||
| Trim | X-Line | |||||||
| Vehicle Owner | KIA of Billings | |||||||
Location: Billings, Montana
Dealer Partner: Kia of Billings
MARS of Billings entered the 2025 SEMA PRO Cup Challenge with a clear objective: to demonstrate how an affordable, everyday vehicle could be transformed into a compelling lifestyle package without compromising accessibility or profitability.
Their build, a 2026 Kia Sportage dubbed the Summit Edition, was intentionally chosen to challenge assumptions. Rather than starting with a high-priced truck or luxury SUV, MARS selected a compact crossover—one of the fastest-growing segments in the market—and treated it with the same level of care and strategy as any premium build.
The inspiration came from Montana’s outdoor culture. The Summit Edition was designed for buyers who want capability and adventure without stepping into a full-size SUV or off-road truck. To that end, the exterior received functional upgrades, including full-front paint protection film, a two-inch lift, and 31-inch tires mounted on Method wheels—providing meaningful ground clearance while preserving daily drivability.
Lighting played a significant role in the build’s identity. Diode Dynamics rock lights and scene lighting enhanced usability in low-light conditions. In contrast, a rear-facing, dual-color cargo light addressed a common pain point for SUV owners: limited visibility in the cargo area. The addition of a rooftop cargo system expanded storage capacity, reinforcing the vehicle’s adventure-ready intent.
Inside, MARS elevated comfort and practicality. Katzkin leather seating was paired with heated and cooled front seats, while factory heated-seat functionality was relocated to the second row—adding value for families and rear passengers. Custom seat belts tied interior accents back to the exterior’s bronze detailing, creating cohesion throughout the cabin.
From a dealership standpoint, the Summit Edition represented a significant growth opportunity. Kia of Billings had previously partnered with MARS on simpler wheel-and-tire packages. The Pro Cup Challenge build demonstrated what was possible when that relationship evolved into a comprehensive offering—one that increased transaction value while remaining accessible to everyday buyers.
The Summit Edition proved that the PCC is not just about aspirational vehicles. It is also about expanding what restylers and dealers believe is possible within mainstream segments.
| Accessory | Supplier | Labor Time | Cost to Dealer | MSRP | |||||||
| Full Front Clip PPF | XPEL | 3.00 | $1,250.00 | $1,975.00 | |||||||
| 2 Front Window Tint PRIME XR | XPEL | 0.75 | $140.00 | $240.00 | |||||||
| Custom 2 Row Leather Kit | Katzkin | 6.00 | $1,850.00 | $2,250.00 | |||||||
| Degreez Heated and Cooled Front Seats | Katzkin | 4.00 | $1,245.00 | $1,485.00 | |||||||
| OEM Front Heated Seats Relocated to 2nd Row | KIA | 2.50 | $220.00 | $350.00 | |||||||
| Seat Belt Rewebbing | Seat Belt Planet | 3.00 | $775.00 | $950.00 | |||||||
| Method Racing Wheels/Nitto Tire Package | Method Racing/WheelPros | 1.00 | $2,485.00 | $2,675.00 | |||||||
| Truxx 2″ Lift Kit | Truxx | 4.00 | $1,250.00 | $1,690.00 | |||||||
| KUAT DEX Roof Rack w/SS2 lightbar | KUAT/Diode Dynamics | 3.00 | $1,725.00 | $2,025.00 | |||||||
| Stage Series Rock Lights | Diode Dynamics | 2.50 | $625.00 | $700.00 | |||||||
| Rear Cargo Lighting | KingPin Lighting | 1.50 | $225.00 | $275.00 | |||||||
| Custom “Summit” Graphic Package | WrapWrx | 3.00 | $625.00 | $800.00 | |||||||
| Total | 34.25 | $12,415.00 | $15,415.00 | ||||||||
Auto Trim Restyling: 2025 Toyota 4Runner TRD Pro
| Year | 2025 | |||||||
| Make | TOYOTA | |||||||
| Model | 4Runner | |||||||
| Trim | TRD OFFROAD | |||||||
| Vehicle Owner | BOMMARITO TOYOTA | |||||||
Location: St. Louis, Missouri
Dealer Partner: Bommarito Toyota
Auto Trim Restyling brought history, nuance, and restraint to the 2025 Pro Cup Challenge with their 2025 Toyota 4Runner TRD Pro.
Rather than chasing modern extremes, the team looked backward for inspiration—drawing cues from early generations of the 4Runner and classic off-road vehicles of the 1980s. The result was a build that blended old-school character with modern capability.
The foundation was a TRD Pro finished in a limited-production green, immediately setting the tone. From there, Auto Trim Restyling layered in carefully chosen upgrades: a Westcott Designs lift and roof rack, Method wheels with color-matched accents, KC lighting, and subtle exterior details that rewarded close inspection.
The turning point for the build came inside. Inspiration struck when the team reviewed Katzkin’s design materials and discovered a plaid interior pattern that perfectly matched their heritage vision. From that moment, the build snapped into focus.
Plaid-accented Katzkin leather seats, precisely matched stitching, and coordinated interior details created a cabin that felt intentional rather than nostalgic. The interior told a story—one that resonated emotionally while still feeling fresh and relevant.
The 4Runner was further enhanced with lifestyle elements, including a roof-mounted bike rack that underscored the vehicle’s active, adventure-ready positioning. The build was not just admired—it was an immediate success. The vehicle sold, and the exposure generated additional dealer interest in similar packages back home.
For Auto Trim Restyling, the PCC reaffirmed a core belief: the most memorable builds are often defined by thoughtful details, not excess.
| Accessory | Supplier | Labor Time | Cost to Dealer | MSRP | |||||||
| Westcott Designs Preload Collar Lift Kit + Alignment | Westcott | 4.00 | $1,050.00 | 1,400.00 | |||||||
| Westcott Designs Roof Rack | Westcott | 3.00 | $1,419.00 | 1,700.00 | |||||||
| Westcott Designs Ladder | Westcott | 2.00 | $799.00 | 1,000.00 | |||||||
| Method Race Wheels MR709 | Method | 0.50 | $1,420.00 | 1,600.00 | |||||||
| Nitto Ridge Grappler 285/75r17 | ATD | 0.50 | $1,439.31 | 1,760.00 | |||||||
| TekPlaid Leather Interior | Katzkin | 5.00 | $1,625.00 | 2,195.00 | |||||||
| KC Hilites Pro6 Pod RoofRack Light Bar | KC Hilites | 3.00 | $2,050.00 | 2,750.00 | |||||||
| Window Tint 20% | Llumar | 0.50 | $130.00 | 199.00 | |||||||
| LED Fog Lights | Diode Dynamics | 2.50 | $550.00 | 750.00 | |||||||
| KC Flex Era 4 Light Pods | KC Hilites | 3.00 | $1,000.00 | 1,100.00 | |||||||
| White Powdercoated Wheels | Alloy Wheel Repair | 1.00 | $650.00 | 1,000.00 | |||||||
| Paint Matched Trim Pieces | Alloy Wheel Repair | 1.00 | $225.00 | 400.00 | |||||||
| Total | 26.00 | $12,357.31 | 15,854.00 | ||||||||
Winners & Recognition
While the SEMA PRO Cup Challenge celebrates all participants, two builds stood out in 2025.
Automotive Concepts earned the Overall Winner title for their Ford F-150 Black Label Five-Oh. Judges recognized the build’s cohesive storytelling, market awareness, execution quality, and straightforward path to profitability. It was a complete package—conceptually strong, visually refined, and commercially viable.
Auto Additions & Automotive Appearance Pros were awarded People’s Choice (AKA “Fan-Favorite”), reflecting broad appeal among show attendees. The Takumi Edition Lexus GX resonated not because it was loud or extreme, but because it was elegant, disciplined, and authentic—proof that restyling excellence transcends vehicle categories.
These awards highlighted different strengths, reinforcing the idea that there is no single formula for success in the Pro Cup Challenge.
Why the Pro Cup Challenge Matters
For participants, the PCC is about far more than trophies.
Builders leave with stronger manufacturer relationships, deeper dealer trust, and a clearer understanding of what resonates in the market. Teams gain pride, visibility, and momentum. Ideas sparked during the challenge often find their way into everyday dealership packages long after SEMA ends.
Just as significantly, the PCC elevates the profession of restyling itself. It showcases what professional restylers do best—adding value, solving problems, and creating vehicles that customers genuinely want to buy.
“What builders really take home from the Pro Cup Challenge isn’t just a trophy; it’s confidence, relationships, and ideas they can put to work immediately.”
Looking Ahead
As the SEMA PRO Cup Challenge continues to evolve, its mission remains clear: empower restylers, strengthen dealer partnerships, and set a higher standard for what restyling can be.
The 2025 challenge demonstrated that when structure, support, and creativity align, the results speak for themselves. For those considering future participation, the message is simple: this is not just a competition—it is an opportunity to grow, learn, and lead.
For the industry at large, the Pro Cup Challenge serves as a reminder that the most powerful builds are those that work—not just on the show floor, but in the real world.
Apply Now for the 2025 SEMA Pro Cup Challenge and Start Your Journey to Greatness!
