An improved wheel rim expanding tooling apparatus includes an inboard and an outboard wheel rim expanding tooling assembly. The inboard wheel rim expanding tooling assembly includes a plurality of segmented inboard press members each including a pair of side surfaces. The side surfaces include a first outer section and a second inner section. The first outer section extends radially inwardly a first radial distance and the second inner section extends radially inwardly a second radial distance which is greater than the first radial distance. The first outer section of the inboard press members is provided with a generally curved surface profile which extends across at least a portion of an axial width thereof. The outboard wheel rim expanding tooling assembly includes a plurality of segmented outboard press members each including a pair of side surfaces. The side surfaces include a first outer section and a second inner section. The first outer section extends radially inwardly a first radial distance and the second inner section extends radially inwardly a second radial distance which is greater than the first radial distance. The first outer section of the outboard press members is provided with a generally curved surface profile which extends across at least a portion of an axial width thereof.