A technique of treating an automotive coating to modify surface-specific physical properties thereof while retaining bulk physical properties of the automotive coating includes the step of generating a plasma discharge in a plasma generating assembly. The automotive coating is treated with the plasma discharge. The automotive coating is completely cured prior to treatment with the plasma discharge. To treat the automotive coating, either 1) a precursor material is introduced into the plasma discharge to form a thin film on the automotive coating, or 2) the plasma discharge is free of a precursor material and weak bonds are destroyed on or near the surface of the automotive coating.