Its called PlastiDip (there has been a thread on this forum before about this product)
Its a spray on rubber compound that you can just peel off like a sticker when you tired of it or want to change colour - on youtube you see videos of people spraying entire vehicle with the stuff. It protects against scratches in the bush, and general wear and tear on the paint below. Ideal to do your car before a overland trip then no worries about the scratches etc.
Its an awesome product and you will be amazed! see>
It looks quick and easy to do, you dont even have to take the tyres off when doing rims!
you can buy plastidip at builders wharehouse.
I am really keen to do my entire car in the 'gunmetal grey' colour but cant find this colour locally yet - it is available on ebay though!!
