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.