Toyota announced recently a new factory-applied protective coating specifically designed for matte finishes. Dubbed “TM Coat”, it was announced as a feature of the limited “Matte Metal” paint sported by Japan-only special edition of the 2024 Toyota Crown Sport Crossover.
It would seem the new “TM Coat” aims to address one of the biggest challenges faced by owners of matte-finished vehicles: maintaining their pristine appearance.
While matte finishes have a unique and appealing aesthetic, the special nature of the paint’s textured clear coat means you can’t apply any product that fills it in (wax) and nor can you polish to remove scratches without sanding down the texture with it.
Protective ceramic coatings for matte finishes have existed for years — we first formulated one back in 2011 — but Toyota seems to be the first to offer a solution right out of the factory.
This could be a game-changer for customers who are either unwilling or don’t know how to apply a ceramic coating themselves. However, it also raises questions about whether this factory-applied coating will be as effective or durable as the aftermarket ceramic coatings that have been on the market.
What is Toyota’s TM Coat?
According to Toyota, TM Coat is a factory-applied protective layer for matte paint finishes to make them more resistant to everyday wear, including scratches, stains, and road grime.
Toyota says it will help reduce the high-maintenance demands typically associated with matte finishes. The coating is said to provide stain resistance and ease of cleaning, making it easier for owners to maintain their car’s appearance without needing to hand-wash their vehicle frequently.
Toyota says customers will need to have the protection re-applied once a year — no word yet on whether that’s something the dealerships will be doing, or if consumers are expected to perform their own DIY re-applications.
Factory-Applied Protection for Matte Finishes
The most notable thing about TM Coat is that it’s applied directly at the factory. Traditionally, customers who wanted to protect their matte paint would need to apply a ceramic coating after purchase, either through a professional detailer or using DIY products.
Let’s get real — applying ceramic coatings for matte finishes isn’t hard. But because of the perception that they’re super complex, pro-style products, many matte car owners aren’t comfortable applying their own. It’s too intimidating.
By pre-applying TM Coat at the factory, Toyota is making it easier for customers to enjoy the look of matte paint without the hassle of aftermarket protection. This could appeal to a wide range of consumers who love the aesthetic of matte finishes but are put off by the maintenance requirements.
Is TM Coat a Ceramic Coating?
While Toyota hasn’t explicitly stated that TM Coat is ceramic in nature, the benefits it offers—such as increased stain resistance and easier maintenance—are similar to those provided by ceramic coatings.
Ceramic coatings for matte finishes have been available for over 15 years and are known for creating a hydrophobic barrier that repels water, dirt, and other contaminants. These coatings are prized for the way they maintain the matte appearance while offering durability and long-lasting protection, often lasting several years with proper care.
How Does TM Coat Compare to Aftermarket Matte Ceramic Coatings?
While the convenience of factory-applied protection is a huge plus, there are still questions about whether TM Coat will match the durability and effectiveness of aftermarket ceramic coatings.
Professional ceramic coatings, when applied correctly, can offer protection that lasts for years. Some of the highest-quality coatings can even last up to five years, providing a robust shield against UV rays, scratches, and environmental contaminants.
By contrast, TM Coat will need to be reapplied approximately once a year, according to Toyota. This means that while it provides initial protection, it may not offer the long-term durability of professional ceramic coatings. For owners seeking maximum longevity and protection, aftermarket solutions could still be the better option.
Furthermore, aftermarket ceramic coatings are often customizable in terms of the level of protection and the number of layers applied. In contrast, TM Coat appears to be a more generalized solution, which may not be as effective in extreme conditions or for owners who drive in harsh environments.
Could TM Coat Change the Market for Matte Finish Cars?
Despite some potential drawbacks compared to aftermarket solutions, TM Coat could have a significant impact on the automotive market. While matte finishes are growing more and more popular, OEMs are having a hard time ensuring customer satisfaction due to the unique care requirements. That’s part of the reason why OEMs like Hyundai partner with us to provide matte finish care products to their customers.
By offering a protective coating directly from the factory, Toyota could help make matte finishes even more mainstream, reducing the maintenance burden and making them more accessible to everyday drivers.
This shift could also encourage other automakers to adopt similar factory-applied protective coatings for their vehicles. If TM Coat proves effective, it could pave the way for a broader adoption of matte finishes in the automotive industry, with more manufacturers offering durable, low-maintenance solutions right out of the factory.