Being new, this material is more supple than your old rubrail. Replacement is simple. Just start at one end (you may have to remove the five screws holding the transom trim first) and zip it out.

To reinstall, coil it in a bucket of very hot water. Add a bit of dish soap to make it slippery. Then just work it in as you work your way around the boat. If it's cold out, add more hot water as you go to keep it supple.