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.

 

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

 

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.

 

Toast

 

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

 

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).

 

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

 

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

 

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