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heavily discounted
Got to be. Although judging by some peoples' mods maybe not.
When I was at uni a mate's dad was weighing up whether to get his new car in lime green as it was a grand or two cheaper. He loved a bargain, but couldn't face it. Conversely I know a gentleman farmer who bought a dealer demo FFRR in some sort of hideous yellow colour because he dgaf about a "work" vehicle.
I was in a drive through queue recently, and the car adjacent had Iron Man helmet details on the wheel hub covers, and on the wings.
Turns out this is a Hyundai factory model option, apparently it also has "Tony Stark's signature" on the dashboard.
The icing on the cake was the cunt plate he had on it, ST08 ARK.
Man must love his comics (although I am not too sure he was heavily associated with any Korean car manufacturer in any run I've read)