The present invention provides a reinforced thermoform or blow-molded article, and the process for preparing the same, where the reinforcement is provided by a fiber-reinforced thermoplastic composite that contains a thermoplastic resin, such as a rigid thermoplastic polyurethane, and a plurality of continuous reinforcing fibers impregnated with the resin. The reinforced thermoform blow-molded article is useful in a variety of products such as boat hulls, table tops, automotive and non-automotive seat structures, small vehicle structures such as golf carts and golf cart roofs, pallets, containers, and skis.