Hyundai takes the normally upscale matte paint finish into the mainstream with the 2013 Veloster Turbo.
Korean carmaker Hyundai has never been shy about wrestling opponents to the ground – and now it says it is willing to go to the matte when it launches the new Hyundai Veloster Turbo.
That’s matte as in the distinctive, non-gloss paint finish it will offer on the high-performance version of the quirky little hatchback.
Hyundai is by no means the first maker to offer a matte paint option but the distinctive – and normally costly – option has traditionally been limited to exotic imports such as the Lamborghini Aventador or Bugatti Veyron.
The 2013 Hyundai Veloster Turbo, by comparison, will carry a price tag starting at just $21.950, with a fully-loaded model topping reaching $25,400. The gray matte finish will add another $1,000.
“It’s not for everybody,” cautions Hyundai’s Brandon Ramirez, adding that matte finishes are a lot more difficult to maintain.
For one thing, they have to be hand-washed and using wax can be disastrous for the finish. They’re especially challenging when it comes to road salt that can accumulate in Snowbelt states
No wonder sales are generally limited to select, sunny markets and primarily to vehicles that aren’t likely to be used every day as an owner’s primary form of transportation. Buyers generally find it safest to pull out a car with a matte finish only when road and weather conditions are optimum.
But there’s nonetheless a fascination with the distinctive look, which helps highlight the curves and angles of a well-designed car better than most traditional paint finishes.
The Veloster is certainly distinctive, a high-styled hatchback that has a single, coupe-like door on the driver’s side but an extra door for easy access to the back seat on the passenger side.
The 2012 model scored plenty of raves for its design but was less of a hit for its anemic powertrain. For 2013, Hyundai introduces a second version featuring a twin-scroll turbo that bumps power to 201 hp, a 36% increase, with torque up 59%, to 195 lb-ft.
The new model also gets a variety of distinctive styling cues to separate it from the naturally aspirated Veloster, such as a unique grille, fascia and bumper, new foglights, an 8-LED headlamp accent ring, body kit and dual round exhaust tips.
For some buyers, however, Hyundai is betting the best way to stand out will be with the matte finish kit. The optional paint job will be paired with a Dr. Beasley Car Care kit specifically designed to maintain the unusual finish.