This invention relates to a method and apparatus for producing a wheel cover and a vehicle wheel including such a wheel cover. The method for producing the vehicle wheel cover comprises the steps of: (a) providing a tooling fixture including at least a first tooling member and a second tooling member; (b) providing a wheel cover having at least a preformed outer end; (c) positioning the wheel cover onto the tooling fixture wherein the wheel cover is supported on the first tooling member and spaced apart from the second tooling member; (d) actuating the tooling fixture whereby the second tooling member is operative to engage and reshape the outer end of the wheel cover to produce a desired outer end shape; and (e) removing the wheel cover from the tooling fixture.