Many people swear by Kiwi brand black shoe polish.
It's not the shoe polish it's the Leather Dye.

I am one of those people. It looks great when it's done and lasts a while. I did my Jetta for the first time back in February. Still looks great. One bottle just about should do the whole car.
This is perfect, I sent that pic to my wife and she said "ya I saw that the other day" So I'll be able to get some now..