Abstract: A display wheel cover assembly connectable to a rotatable wheel of a vehicle. This invention includes an inner member rigidly connectable to the outside of the wheel and having a support-bearing member positioned coaxially with the wheel. A wheel cover having a coaxially extending support shaft is rotatably supported in the support-bearing member. An elongated cylindrical locking member is positioned within a longitudinal aperture formed through the support shaft. A cam member, connected to a distal end of the locking member, has a non-symmetric periphery such that, when properly rotatably orientated, are fully insertable into said support bearing member. In a second rotational orientation, the cam member prevents withdrawal of the support shaft from the support-bearing member. A counterweight attached to the wheel cover prevents rotation of the wheel cover. Interchangeable display indicia attach to the wheel cover.