Veneer is the term for a very thin layer of decorative wood (or other material) applied to a substrate, generally to save the cost of using a solid piece of expensive material. In our cars, the veneer is coated with a layer of lacquer (older models) or polyurethane plastic, which are susceptible to scratches.

Unless you're comfortable with your wood finishing skills, I would suggest seeking the advice of a good refinishing store. While working on guitar finishes, I've used everything from toothpaste, bon ami and plastic restoration glazes to work on wood, inlays and pickguard with success. I try to avoid sanding off material as much as possible, since you don't always know what kind of polishing you're going to have to do to make it match the rest of the material.