Veloster Turbo Matte Gray Paint Will be a Hit Says Exec

Veloster Turbo Matte Gray Paint Will be a Hit Says Exec

The first automaker to offer a matte paint job on a mainstream production car, Hyundai is helping the once niche offering go mainstream.

In fact, according to Hyundai Motor America CEO John Krafcik, the brand’s new matte gray shade for the upcoming Veloster Turbo will be so popular he’s already predicting supply won’t be able to keep up.

Previous to the Veloster Turbo, matte paint jobs were only available on cars like the Lamborghini Gallardo, Audi R8 and some special edition BMWs. Now, however, you’ll be able to add it to the $21,950 base price of the Veloster Turbo. And, despite it’s uniqueness, the add-on is priced at a reasonable $1,000.

According to company representatives speaking during a media drive of the car this week in La Jolla, CA, the take rate for the matte paint scheme is expected to be between eight and nine percent of total Veloster Turbo sales, a number that won’t be limited by demand. According to Krafcik, the availability of the matte gray paint will be limited by supply.

That’s a trend seen across the Hyundai lineup, with demand for its new products outstripping supply and leaving dealers with few cars on their lots while the company hunts for new ways to increase production capacity.

Krafcik explains that the limitation on the Veloster Turbo’s matte paint scheme is the result of the added work required to apply it. Essentially it commands more space and time in the paint booth at the plant in Ulsan, Korea, reducing the factory’s ability to paint other vehicles. With supply already constrained Krafcik is quick to explain that the number of matte painted Velosters isn’t enough to reduce overall capacity, but that it does further tax the system.

So while the likelihood of seeing a matte painted car on the road in the near future is about to increase significantly, Hyundai reps are careful to offer an exclaimer. Those who buy the matte paint option will be warned against taking their car through automatic car washes and instead will be provided with a special detailing kit and instructions on how to wash and wax it. “It’s for those who like to wash their own car by hand,” says Krafcik.

GALLERY: 2013 Hyundai Veloster Tubo