Cleaning steering wheel?

Heres a pic of the horn center I tried to clean up before I redyed it. I tried it on the car to see what it looked like, didn't like it and it just snowballed from there!! Is this what you're dealing with??

When I mentioned the dye, I didn't mean to assume that it had been redyed, I was referring to the dyes used to color the vinyl at the time of manufacture. I have seen a lot of faded dye parts from that era, and I believe my brothers 70 Chally convertible has that problem in spades. It is a very early build car, and has a red interior, which is a very hard color to dye. We have speculated that they didn't even have red soft items in stock yet, as many of the soft items are almost yellow underneath!! Maybe he'll chime in with a pic of that interior for reference!! Geof