Leather dye no good?
 

The red leather portion of my steering wheel on the left side is started to wear off. The red is just comming off even when slightly rubbed and the same happened to my red leather shifter. Is there a way I can fix this or maybe even touch it up? the places that are loosing the color o get touched a lot.

Ask a professional that works with leather upholstery. It can be done (professionally).