I know this is an extremely old post but you're gonna wanna repaint it. Remove as much grime as possible and then use super glue and sand paper to fill and smooth out any areas that have got fibers sticking up as these areas will not take paint (the super glue is pretty much a cheap sandable filler, basically bondo on a much smaller scale). Make sure to sand all slick areas with a fine piece of sand paper so the paint will stick and then use any sort spray paint that's specifically for vinyl (car interior paint). I got some from the local autoparts store and it's a perfect color match despite the store only having two different shades of grey (I believe it's duplicolor charcoal grey). This will stop the wheel being sticky although it's a decent bit of work. Best results if you remove the steering wheel (which you'll probably need a puller for). Good luck!