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Use a rubber protectant. Many things can be used from 1z's rubber care product, to 303 Aerospace Protectant, to Optimum Spray Wax (have UV protection), etc. Staying on top of this issue will be the best way to make sure your sensitive rubber trim looks good and lasts for years.
Hopefully a guy like TOGW will come in here and give the scientific break down as to how and why natural rubber breaks down, but I am confident he'll also point you towards a protection product that will help protect from the sun's radiation.
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