I wish I was so lucky. It used to be a rental car, and it looks like someone either scratched it with keys, or maybe had a dog or something that scratched at it. Lots of little scratches all around the shifter.

I was hoping it was a simple plastic cover that could be replaced, but haven't found anything yet. Putting some kind of adhesive over it sounds like a good idea. Now to figure out the proper search term to find what I'm looking for.