Looks like the last owner curbed em. with polished aluminium id grind them down until nice and even then go with 180 grit then 400 grit then wet sand with 100 and polish up. Use small pneumatic angle grinders and small pneumatic sander. Id leave it to the pros though, take it to a dealership or call and find out when the rim guy comes in.

If dealerships are considered to be ' the pros' then someone needs a reality check. Have a tyre shop balance them to make sure they are safe to drive on. Then sand & polish it like Italian Stallion mentions. If he is looking for a quick fix I used a silver sharpie on mine 10,000 miles later they still looks fine.

jus throw those out and cet some chrome boy. problem solved!

Looks like somebody needs to learn how to properly parallel park

Sharpie, the duct tape of the writing world