A fifth of all Volkswagen new cars sold in Ireland include 'option packs'.
The figure rises to 28 percent for the best selling Golf model, according to the Irish company's Adam Chamberlain.
He suggests this is because Golf owners are in the price bracket where they can spend some extra money on personalising their cars.
Also, three in every ten current Golf sales are of the Edition-R grade, which incorporates a number of special features reflecting the most powerful version of the model, the 270hp R.
The Golf is now chosen by one in four buyers in its segment.
