The contact owns a 2022 Ford Bronco Sport. The contact stated that while driving at an undisclosed speed, the contact turned on the heated steering wheel feature, and 30 seconds later, the steering wheel cover began to catch on fire with a blue flame; the contact discovered smoke coming from the steering wheel cover. The contact disengaged the heated steering wheel feature, where the flame self-extinguished. No warning lights were illuminated. The contact discontinued the usage of the heated steering wheel feature in order to avoid a large fire. A fire department report was not filed. A police report was not filed. The vehicle was not taken to a dealer; however, a dealer was contacted and made aware of the failure and informed that the vehicle caught on fire to resolve the failure with the vehicle's insurance. The vehicle was not repaired, but the contact was advised to buy a new steering wheel. The manufacturer was not notified of the failure. The failure mileage was approximately 80,000.