From picture one the bottom part that is there should unscrew down, it's a cover. There should then be some allen key screws that hide under that, that holds it to the shaft.
Chances are if done up too tight without the rubber insert it could have stuffed the thread so you may need to clean it up before trying to screw the new one on. It's a common type of knob that is marketed as a universal to fit all cars because it isn't screwed onto the shifter itself.