Hard to tell for sure in the pic, but it look like paint transfer to me. Can you get a more close up picture of the damage? Try some compound on the marks or even clay.
john1c- with the bumpercover already off the vehicle, I'm tempted to say "refinish it".
BUT...it's all a matter of how much you care. I've some damage that's nearly as bad on my white Crown Vic and I just filled it in with DR ColorChips touchup paint and while it's far from Autopian-perfect I've been OK with merely living with it (so far ).