Have you tried?
At a guess that's been thru the local cheap handwash and been sprayed with some strong stuff ?
It looks like the surface has been eaten away.
Give it a spray with some wheel cleaner and use at least a bucket full of elbow grease.
Then give it a wash with car shampoo, rinse, and dry it..
If it still looks the same then it's wheel off and polish it, or get it refurbished and keep it the fcuk away from the Swirl-o-matic washes.