Matte paint colours have started making a regular appearance on special show cars at the world's major motor shows in recent years.
And we are even starting to see some production models available with the "non-glossy" finish, but most of them have been wearing luxury German badges and come with a hefty premium.
This week, Hyundai, which is starting to become a market leader when it comes to automotive innovation, added a matte paint finish to its new Veloster SR Turbo coupe.
On a car that is already a head-turner, the Young Gun paintwork - which is a $1000 optional extra - gives it an even more striking appearance.
And it will suit those buyers who want a car that looks great but don't want to put in the time and effort normally required to keep your car in showroom condition.
The matte paint cannot be polished under any circumstances.
Hyundai is advising potential owners that it should only be hand-washed using cold water and a very mild detergent
To ensure that you get the right finish, the Korean car maker is also throwing in a car-care kit that includes a chamois with each car with a matte finish sold.