It's powder coated. They have to strip the wheel to bare metal, ground the rim and then using a charged spray of powder the dust covers the wheel. It's hard to get too much on, it falls off, but too little will be thin. Then it gets baked and the powder liquifies and evens out, adhering to the rim and itself. When it gets chipped, bigger pieces come off because it is more like a great top coat rather than a chemical bond. Mine cost about $575 for all four in white, so this sounds like a good price.