I used the Auto Finesse Cleaner and Conditioner on my 8V Leather Seats - Did bring them up nicely
It will help if you clean them but if you use the heated seats a lot you'll never stop the stretching and Audi won't cover them under the warranty - Nappa leather better than the leather they used a few years ago which used to crack
I've never had an issue with mine over the years, but the car is garaged so don't use the heated seats very often