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I have Ford factory chrome tube running boards. They are apparently coated with something to give them the slightly brushed look. On my driver's side, where most of the use occurs, the coating is scuffed and peeling off. The result is very dull finish where scuffed and a brighter finish where peeled. It looks awful.
I've noticed that they tubes scratch very easily. The first time I wased my car I slipped off of the board and I must have had little stones in my shoe because it left a couple of scratches.
I think it'll be hard to make Ford cover that...they'll probably tell you it's due to abuse or your own damage...unless they are really peeling and its easy for them to see it...I guess if you complain enough you may get it taken care of...I think spending $40k on a vehicle gives you the right to have stuff like that taken care of, in my opinion.