Fix ideas?

[bocefas]

I'm not sure what this piece is referred to as, but as you can see from the picture the black rubbery coating is about gone...the other side is the same. Is this a common issue? Is there a proven solution? I was thinking maybe try to peel the rest of the rubber off, scuff it a bit and paint with brush-on bed liner.

 

[Frank The Tank]

I'm thinking before anything would stick at all it would need to be either epoxyd or I would first try self etching primer.