The "Dallas" wheel (pictured below), like many other factory fitted wheels these days has a machined finish (the silver part of the rim face - also referred to as 'diamond cut finish'). You cannot repair this finish properly without re-machining the face of the rim. Unfortunately this is a relatively expensive exercise. Expect to pay $300-500 per rim to repair them properly to look factory.
Be careful with getting quotes, because the cheaper mobile guys wont have the equipment to machine the rim back to factory specs and will paint the wheel face silver to try to replicate the machined finish. The CNC machine used to repair the face of the wheel is not only very expensive, but much too big and heavy to fit in a mobile van.
I do not understand why so many manufacturers are using this machined finish on the wheels due to the fact that owners will inevitably scratch the wheels on gutters etc and then get charged a fortune to repair them.
The other option of course is to buy a 2nd hand set of these rims that someone else does not want or need anymore.
Machined Alloy Wheel Repair | Diamond Cut Wheel Refinishing | CNC Wheels
Machine Face Alloy Wheel Repairs - Platinum Wheel Repairs
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