A vehicle steering wheel is provided that includes a rim having a core structure, a plurality of heating zones surrounding at least a portion of the core structure, each heating zone having conductive circuitry to define a heater and a capacitive sensor for sensing location of a user's hand on the steering wheel, and a controller controlling the conductive circuitry in each heating zone to operate as the capacitive sensor to sense a presence of the user's hand in at least one heating zone and to switch to operate as the heater to heat the at least one heating zone when the hand is sensed in the at least one heating zone.