It is difficult to determine from the picture if that's a cover or a coating but, can you see a separation of the cover near the tire?
If you can slip your fingertips or fingernails between the cover and the rim, near the edge of the tire, chances are it's just a cover. It could be just lighting or a camera angle but the cover on the hub looks to be separate and a slightly different colour than the rim cover, which again makes me think it's just a cover as opposed to a coating.
After many years of changing seasonal wheels on my former GF's cars and removing and installing wheel covers, I can confirm it is a PITA but after repeated experience, it's not that bad.
I broke a couple when I first started but not after doing it for years. AFAIC, the real secret is the installation. Don't use a rubber mallet, I found that firmly pressing into place and using light taps with the base of my fist worked best.
If you hit it too hard, it will break. Just repeatedly and gently tap it into place around the full circumference, several times around.
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