This happened to my new car last year when I hit the steering wheel with the seat belt latch whiel pulling it across me. i work at a car dealer and asked the guy that comes around and does vinyl and leather repair if he could fix it. He said no. Just use a cream leather condition and the motion of your hands on the leather would smotth it down. He was right. So go buy a good conditioner and lay it on heavy and let it sit overnight and then do it every once in a while and just drive it.