A good leather shop should be able to correct that, as it is coated leather.

 

Might have better luck in the Detailer section of the forum. The leather can be made to look like new and the detail pros will be able to tell how.

 

Those scratches can most definitely be corrected. I'm sorry, but without seeing/ feeling them in person, I can't offer you my insight into what technique and products you'll need, but it really doesn't look too bad at all.

I've seen much FAR, which required sanding and re-staining, but the final result was as new. I've done some leather sanding and re-staining, and with the proper technique and products, you can expect results so good no one would have known there was ever an issue. Leather is pretty easy to correct.
CATTMAN

 

I think it could be a DIY fix. Check this link out:

http://classiccars.about.com/od/rest...ornleather.htm