depending on how deep the scratches are ( not down into the base color coat) you should be able to make them look a lot better. If it were me I would first try and see if an aggressive compound ( like
http://www.jorgensgarage.com/home.php?cat=22&catexp=22 ) and work my way up with less aggressive ones, followed a glaze, sealant and wax. If the compound is not enough I would wet sand the rims with starting with 600 grit, then 1000, then to the steps I mentioned above...
If all of that fails you could always powder coat them...good Luck