If the wheel lip is natural alloy beneath the clearcoat (hard to tell from this photo), then you would sand away those gouges with successive grits, like 800, 1000, 1500, and 2000. Then you would polish it with a metal polish, such as our Mag & Aluminum Polish -- that should remove the scratches from the sandpaper. Coat with a wheel clearcoat.
If the wheel lip is coated in a silver, then sand as indicated above and coat with a matching wheel coating.
, available widely here in the U.S., has wheel coatings in a variety of standard colors as well as a clear.
Another alternative -- especially if your wheel lip is sliver -- is the Permatex Wheel Restoration Kit which has epoxy that can fill the gouges, though it will still require sanding, but not as much.
Your mileage may vary. Use at your own risk. Others are welcome to offer suggestions.
There are also entrepreneurs that do wheel repair, and they may be able to fix it to an acceptable level for a reasonable price.