A method of refurbishing a damaged section of the outer rim bead of an automotive wheel. The method comprises the initial step of contouring the outer rim bead via a first grinding process to create a feathered transition between the damaged section and the remainder of the outer rim bead. Thereafter, the damaged section is profiled via a second grinding process to generally conform the shape of the damaged section to the remainder of the outer rim bead. Finally, the damaged section is painted. The refurbishment steps may be completed on-site without removing the wheel from the vehicle and without removing the tire from the wheel.