The SEMA Professional Restylers Organization (PRO) named Crush Customs of Marietta, Ga., winner of the 2026 PRO Cup Challenge for its restyled 2026 Kia K5. Unveiled at the 2026 SEMA Show, the build was selected for marketability, creativity, ease of replication and profit potential.
Crush Customs also earned the PRO Cup Challenge People's Choice Award from SEMA Show attendee votes, becoming the first company in the competition's history to win both awards. Separately, Crush Customs was named 2026 PRO Restyler of the Year for work to improve industry standards and advance trends that benefit 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."
Pink on Purpose
The Kia K5 carries Crush Customs' "Pink on Purpose" theme, developed with dealership partners. For every pink-themed vehicle sold, a portion of the proceeds is donated to the Susan G. Komen breast cancer organization.
The package features an Alea interior, XPEL matte paint protection film 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."
Market-ready packages on the show floor
Held annually in the PRO booth (#50237) in the West Hall, the PRO Cup Challenge highlights accessory packages that 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 2026 finalists were Auto Sunroof & Leather (2026 Jeep Gladiator), Automotive Concepts (2027 Toyota Land Cruiser), DPS Automotive (2026 INEOS Grenadier), Pickup Outfitters (2026 Ford F-150) and Restylers Aftermarket Specialist (2026 Ford Maverick). The Kia K5 and the other PRO Cup Challenge vehicles are on display in West Hall Booth #50237 during the 2026 SEMA Show.
More detail on the competition is at semapcc.com. The original SEMA release is at sema.org.
