The SEMA Professional Restylers Organization (PRO) has named Crush Customs of Marietta, Ga., the winner of the 2026 PRO Cup Challenge for its restyled 2026 Kia K5. Unveiled at the 2026 SEMA Show, the winning vehicle was selected based on its marketability, creativity, ease of replication, and profit potential.

Crush Customs also earned the PRO Cup Challenge People’s Choice Award, determined by votes from SEMA Show attendees, making it the first company in the competition’s history to win both honors. The company was also named 2026 PRO Restyler of the Year for its efforts to improve industry standards and advance trends benefiting the restyling industry.

“Crush Customs’ Kia K5 represents what the PRO Cup Challenge is all about: a creative, consumer-focused accessory package that restylers and dealerships can successfully bring to market,” said Kevin Gillis, chair of PRO. “The competition recognizes builds that go beyond appearance to demonstrate real marketability, profitability and the potential for replication. The Kia K5 brings all of those elements together in a package that can help dealers sell vehicles and create new opportunities for restylers.”

The Kia K5 features Crush Customs’ “Pink on Purpose” theme, an initiative developed in partnership with dealerships. For every pink-themed vehicle sold, a portion of the proceeds is donated to the Susan G. Komen breast cancer organization.

The vehicle’s custom features include an Alea interior, XPEL matte paint protection film (PPF) wrap, Crush Customs painted calipers, Race Sport ambient lighting, Seatbelt Planet seatbelt conversion, Wheel X body kit, Luxwood-branded POP edition emblems and rocker trim molding, and an Atokee starlight headliner.

“Crush Customs experienced a big viral moment when we started doing pink interiors, especially through our work with Kia. We saw the impact that pink interiors had in showrooms across the nation, so we elevated the idea for the competition,” said Crush Customs Owner and Founder Chelsea Allen. “We hope to keep the momentum going toward the end of the year and continue to be a source of profitability for our dealers and help them sell cars.”

Held annually in the PRO booth (#50237) in the West Hall, the PRO Cup Challenge highlights the value of market-ready accessory packages that appeal to consumers and can be replicated and sold at scale, rather than one-off builds. Eligible packages must cost no more than $14,500 and require no more than 50 hours to install.

Other finalists in the 2026 competition included Auto Sunroof & Leather with a 2026 Jeep Gladiator, Automotive Concepts with a 2027 Toyota Land Cruiser, DPS Automotive with a 2026 INEOS Grenadier, Pickup Outfitters with a 2026 Ford F-150, and Restylers Aftermarket Specialist with a 2026 Ford Maverick.

For more information about the SEMA PRO Cup Challenge, visit semapcc.com.