I think first and foremost Turn 10 should look at improving the wheel customization, firstly adding new wheels in the form of a couple of DLC packs. Here are my suggested wheel DLC packs I posted on GTPlanet.
Wheel Pack #01
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Enkei 92
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BBS LM
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Volk Racing TE37V
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Hayashi Racing Street
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BBS E30
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Sakura Cherry Blossom
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OZ Racing Ultraleggera
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RSL Cult
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Antera 109
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SSR Mk1
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SSR Mk2
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SSR Mk3
Wheel Pack #02
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Watanabe R Type
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BBS Air AI
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BBS CX-R
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BBS CF
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Rotiform ROC
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Rotiform NUE
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Rotiform TMB
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Impul Silhouette
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Impul Hoshino
After this, I would like to see adjustable offsets and tyre sizes, as shallow as it is, I would honestly be a lot more interested in Forza 4 customization if you could properly fill the arches, to me a lot of the cars end up looking a bit awkward as the wheels are so sunk into the arches. Lastly I'd like to see them improve on the painting system, splitting the wheels into categories, lip, face and in some cases, bolts.
Oh and let us have properly white wheels, please!