Non-rotating display wheel cover

A display wheel cover (10) assembly connectable to a rotatable wheel (W) of a vehicle (V). This invention (10) includes an inner member (14) rigidly connectable to the outside of the wheel (W) and having a support-bearing member (54) positioned coaxially with the wheel (W). A wheel cover (12) having a coaxially extending support shaft (36) is rotatably supported in the support-bearing member (54). An elongated cylindrical locking member (38) is positioned within a longitudinal aperture formed through the support shaft (36). A cam member (40), connected to a distal end of the locking member (38), has a non-symmetric periphery such that, when properly rotatably orientated, it is fully insertable into said support bearing member (54). In a second rotational orientation, the cam member (40) prevents withdrawal of the support shaft (36) from the support-bearing member (54). A counterweight (59) attached to the wheel cover (12) prevents rotation of the wheel cover (12). Interchangeable display indicia can be attached to the wheel cover (12).