I just did the four rims on my spouse's Jetta. They looked as bad as the OP's pics.
A quick spray with the pressure washer to get the dirt off, a couple of coats of POR15 to cover the rust and a couple of coats of Rustoleum glossy black to protect the POR15.
It probably took a couple of hours of labour but a few days total time as each coat had to dry.
I could have gone the wire wheel route to clean the rust (and could probably have used some filler to smooth out some scratches and dents) but they're winter rims, they'll be covered in grime most of the time so I figure it's a win just having them a uniform colour. If I really cared about looks I could get some covers.
A quick spray with the pressure washer to get the dirt off, a couple of coats of POR15 to cover the rust and a couple of coats of Rustoleum glossy black to protect the POR15.
It probably took a couple of hours of labour but a few days total time as each coat had to dry.
I could have gone the wire wheel route to clean the rust (and could probably have used some filler to smooth out some scratches and dents) but they're winter rims, they'll be covered in grime most of the time so I figure it's a win just having them a uniform colour. If I really cared about looks I could get some covers.