Hi there. First, allow me to state that my effort is nowhere near what Chad did, but I am always up to trying my hand on such matters. I am yet a Photoshop fledgling, but wanted to give this a shot. I am amazed at how Chad addressed the mirrored portion of the wheel. He got it as 'clean as a whistle' - and it looks really, really good.
All that 'I' really did was tackle the tire's white wall. I know that Chad did the same, also, but I wanted to share with you 'how' I did it.
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1). I used the Magic Wand Tool to make a selection of the white-walled areas.
2). Then I used the Polygonal Lasso Tool, in the 'Subtract from selection' mode, to remove the portion of my selection's overflow onto the black side.
3). Next, I hit 'Ctrl+J' to put my selection on its own layer.
4). I selected the 'Screen' blending mode, and hit 'Ctrl+J' a second, and a third time. That effort gave me the the selection's degree of whiteness that I sought for.
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Mine, may very well be the most kindergarten-ish

)) approach to dealing with something like this, but it is all that I knew to do - at this time. It would be interesting to find how others may have handled the job. By the way, I thought that your image was a VERY NICE capture.
Blessings,
Nathan