I've used (and still do) Leatherique products with good results, but it would never really make the dash (which is leather) or steering wheel have that new look, then I was cleaning a pair of leather shoes with what the shoe store sold me and decided to try it on the dash and steering wheel and was impressed with the look afterwards and weeks later still looks great, even got those salt stains from your hands on the steering wheel off.
Product was Leather Lube.
http://www.softmoc.com/us/systemshow-item_I82035
Just rub it in with provided applicator and let sit a few minutes then wipe down with a micro-fiber cloth.