Looks like you have a 2011 rover HSE (from previous post) Pry up the plastic vent with the word airbag (two clips on either side)
Under this vent is a torx screw that you remove - then pull (quick with authority) the whole vent assembly (leather - vent and all) away
from the dash towards rear of vehicle. You will need to open the top grove box to get your fingers under this vent assembly - for this strong pull!
I've attached a picture (below) to help with this process but It probably won't show up...:?: