You just walked out of the local mega-mart, bags in hand, and noticed that something was wrong with your car. It looks scratched! After close inspection, you see that the mark isn't rubbing off and that your new car is now scratched. What to do - get out the touch-up paint?
Often times, your dealer will give you a bottle of touch-up paint with your new car, but this is NOT the time to use it. Touch-up paint is a bad idea 90% of the time.
10% of the time, touch-up paint is the right way to fix a scratch. If the scratch is large, if bare metal is showing, and if the scratch is a circular area the size of a fingernail, touch-up paint is the way to go. But I don't think anyone who isn't a pro should use touch-up. It's hard to apply, and most of the time it's overkill.
The best way to fix a light scratch is called "wet sanding". Essentially, a paint pro will do an EXTREMELY light sanding on the scratch which will reorganize the paint/clear-coat molecules and make the scratch "disappear" -- provided of course the scratch isn't too big or too deep.
How do you know if you have a deep scratch? Can you feel it with your fingernail? Is bare metal showing? Is the scratch longer than 10"? If you can answer any of these questions with a yes, go to the local body shop. Make sure to get a written guarantee and a few quotes -- repairing a deep or big scratch can cost anywhere from $50 to $1000 dollars, so check around.
If the answer to both of the questions above is "no", then you've got a light scratch in your new car and fixing it is easy. Go to a local body shop, preferable one with a written guarantee, and ask them for an estimate. Expect to pay around $40.
Finally, make sure you realize that either one of the above methods will greatly diminish the appearance of the scratch, but the scratch can't truly be "fixed". It's never going to look the way it did before. Hopefully though it will be too hard for anyone else to see it and no one will know about it but you.
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