if the coating isn't hurt just get some aluminum wheel polish and a little elbow grease and they will shine like new, just make sure the aluminum cleaner is safe for polished aluminum wheels.....
Those have been through hell and back. I clean my chrome rims with super fine steel wool #0000, and soap and water. Then I dry them and use Never-dull, on them and buff away. I use light pressure with the steel wool so that I don't tear into the finish, yours may have to be coated again, but scrub it with the steel wool in a unnoticeable area and see if that is just deep dirt or a finish problem.