I had this same problem only to discover that the original protective film was never removed! I peeled it off all the way, and now the wheel looks brand new. Or maybe that film was supposed to be permanent? Either way, it looks much better.

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1985 380SE Blue/Blue - 230,000 miles
2012 Subaru Forester 5-speed
2005 Toyota Sienna
2004 Chrysler Sebring convertible
1999 Toyota Tacoma