This product does exactly what it promises. With one coat my tires are dark black but matte. I often prefer a matte finish over a gloss finish, so I like the ability to easily go dark black. I applied a coat to my tires about two and a half weeks ago and they are still nice and dark, even though my car has been in the rain for several hours a day about half the days since I applied More Shine to them. The stuff really holds up. This isn't just a marketing gimmick. When you consider the amount in the bottle, the amount you need to cover your tires and how long it lasts, it really is great value. If you want nice dark matte tires I highly recommend this product. However, I can't comment on how shiny they are if you want them to look shiny as I didn't apply the second coat required to make the tires shiny.
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