I'm not intimately familiar with the side step material on the Raptor, but I do know that using dressings are going to make for a very slippery (and dangerous) scenario. Nothing like stepping up or down onto an ice-slick surface and cracking your face into a door jamb, all in the name of appearance care LOL
Clean thoroughly with a a mild degreaser (
APC Concentrate at 8:1 should more than suffice) and agitate with a brush as needed to get dirt/contamination out of the texture.
As MTF mentioned above - car washes that include waxes may be contributing to the issue so stick to a wax free/gloss enhancer free soap like
ESB.
If after cleaning they still appear faded I'd look into using a dye or something that isn't going to make them slick/slippery.