raftaman

Vanishing Point

That does look like rust, your only option may be to seek out a wheel refinisher. One option would be to try a product like Carpro Iron X Iron remover, there are other iron removers out there so look into them. If you like DIY projects, after cleaning with the iron remover you could look into repainting yourself.

The King

Wheel acid might do the trick. Don't leave it on too long though.

Manga_Spawn

You could try a wheel polish. WD40 is good at removing light rust but be careful not to just spray it all over your tires as that could cause a much more dangerous issue.

Langelo DeMysterioso

Toast

rpg51

You don't think a bit of butter, or maybe some honey, will help?

GSteg

I found the problem!

I don't know who recommended that cleaner but it doesn't do much against brake dust (dirt maybe). As mentioned, you need something like CarPro IronX (recommend lemon scent, more tolerable IMO).

Langelo DeMysterioso

you will probably need multiple products and applications. Try some Sonax

Hfreak

Will be using Iron-X this weekend on my GPW if my Hydrosilex gets here, will post results.

toztigger

try chemical guys diablo gel cleaner, or if nothing works i would recommend poorboys spray and rinse wheel cleaner, and a brush to aggitate