Twelve companies have joined to promote automotive chrome trim.
The Automotive Bright Products Association intends to 'enlighten and re-educate' consumers, auto designers and dealers about chrome's improved corrosion resistance and the ability to apply chrome to complex shapes, said spokesman J. Patrick Billinge.
Chrome trim almost vanished from cars in the 1980s. Corrosion problems and overuse of chrome had cooled consumers' ardor for the shiny plating.
Struggling automakers were only too happy to cut costs by relegating chrome to a much-reduced role, even on luxury vehicles.
Today, luxury marques such as Cadillac and Lexus offer chrome wheels as a factory option, and even some pickups and minivans feature prominent chrome grilles.
The association plans to attend industry trade events and exhibit for automakers.
Six U.S. companies and six Canadian companies are charter members.
The association can be reached at (248) 641-3880.