Wörthersee isn't your usual car meet, granted, but the atmosphere is very much there.
That includes a slight competitiveness on pretty much every element of the car.
Right near the entrance, and right in front of the lake - this Passat's owners were rather chuffed with its prime spot.
This snazzy, irridescent-wrapped Up wasn't so lucky, having shown up late. The apparent policy for latecomers? Drive in a loop around town until you can settle somewhere.
...the same goes for this leather-wrapped - yes, you read that right - Audi A4 Cabriolet.
It's not just newer VW Group cars' time to shine at Worthersee, this Squareback brought old-school rat-style vibes to the show.
This tangerine Jetta brought the weather with it.
Volkswagen's axing the hardtop Beetle. The Karmann Ghia should be a serious contender for its replacement car. If only it were that simple.
They just don't make car badges like they used to.
Every street in the town of Reifnitz is chock-full of enthusiasts' cars. The locals don't mind, apparently.
Bentley wheels are a popular, if expensive, aftermarket add-on. Probably more impactful before everyone else got in on the game.
Negative camber never seems to go out of fashion among VW Group fans, though.
Somewhere in this image is an Audi A1. Can't seem to spot it, though.
How many hours went into shining up this Volkswagen Polo G40 ahead of the show? Good job it wasn't raining...
The Beetle, of course, made an appearance. Even though no Beetle GTI ever came to fruition.
Flourescent yellow wheels with a metallic brown paint job is a left-field choice, but it got this Amarok a fair portion of attention.
90s performance VWs were a definite theme; the Corrado is part of this golden age of cherished VWs.
Pristine Beetle, skis and picturesque scenery; it's like being in a postcard.
It's not just Volkswagens that get respect around these parts; Lamborghini Gallardos were among the most numerous cars.
Any of these badges will get you mad respect too. Just in case anyone's not noticed, though, a gratuitous revving session also goes a long way.
The wheel nuts on this Audi TT look vicious; it was one of a number of cars with them.
The star of the show was the Up GTI, though; there wasn't a moment in the day when it wasn't drawing a crowd.
A little out of place, perhaps, but there's seemingly room for everyone here. This Chrysler 300C found a spot, anyway.
If a Worthersee car hasn't been modified into an eye-catching one-off, it's a bona fide minter, like this Mk1 Volkswagen Scirocco.
This Beetle's wheels must have taken some cleaning. As did the rest of the car, I imagine.
Got wheels? This RS4's impressive alloys were almost as attention-grabbing as its exhaust note, which the driver demonstrated frequently.
What kind of tyre-shredding shenanigans was going on here?
Why, it's a Daihatsu Hijet doing donuts. Because of course it is...
Autocar passes this Up in Germany on the way down to Wörthersee. People flock from quite a distance to be part of the action...
...although at Wörthersee, 'part of the action' for many of the visitors meant 'participate in a town-engulfing traffic jam'.
Who needs a boot when you've got speakers like these? This Corrado owner sure doesn't.
When opposites meet: this A4 was one of the more extreme creations at the show, while the Beetle's roof rack objet made for an idyllic combination.
The unmistakable rear of the Lupo GTI; those twin central exhausts are certainly alluring.
Wörthersee has to be one of the only places where a Lamborghini Gallardo fails to draw a crowd.
This promotional Mercedes-Benz E-Class Cabriolet was hard to miss. Not quite as subdued as Mercedes' standard palette, mind.
It's hard not to louvre (sorry) the Lamborghini Gallardo's rear.
Not your average tourist spot stand; you won't find any knock-off sunglasses on sale here.
What happens when you slam an Audi Q2?
What you end up with isn't dissimilar to an A3, albeit with slightly different styling.
Pretty they may be, but Vossen Forged wheels cost a pretty penny - these ML R2s were originally engineered for the BMW i8, according to the manufacturer's website.
This CLA Shooting Brake's wheels were made a touch more subtle when painted in black. Subtlety isn't easy when the car's tyres are paint-thin, mind.
The ride height on this Beetle makes the original car look more like an SUV.
Wheels so polished you can see your face in them. It seems that with Worthersee beetles, if the wheels aren't mirror-shiny, they're not good enough.
Of all the promotional cars, Beetles seem to have the biggest appeal.
This shy, unassuming Passat has gone rogue with these massive, blingy turbine-style alloys.
These vicious-looking wheels found the most unexpected of homes; they adorn, of all things...
...a Skoda Superb estate.
Surprising that there was only one of these here. They buggy isn't common, granted, but it's a Volkswagen like no other.
Another example of the power of the roof rack.
...and another. The welly boot on the roof of this VW Passat is chuckle-worthy.
This Volkswagen Caddy van has little room for luggage; from the front seats backwards it's one giant sound system. The Dutch driver got pulled over for playing his gabber too loud. Boo.
Annually, VW enthusiasts descend upon the town of Reifnitz, on the shores of the Wörther See lake, to show off their pride and joy cars to others. It's an event which seemingly grows every year, with official corporate presence where once the show was an enthusiast-only affair.
In more recent years, VW Group has scaled back the presence at the show of non-VW manufacturers; in years past Audi, Skoda and Seat have all revealed wacky concepts at the meet. It's more of a GTI-only affair from the corporate side nowadays, although that doesn't stop owners from every VW Group brand from appearing, in addition to other show-goers in other makes of cars.
This year, VW chose Wörthersee to showcase its new addition to the GTI brand; the Up GTI. Rather than picking up where the more powerful and less subtly-styled Lupo GTI left off, Volkswagen claims that the Up GTI harks back to the original Golf GTI - and has the statistics to prove it.
The Up proved popular among fans, although the majority of cars there were given cheers of approval, photos and gestures by festival-goers, and the locals welcome the bumper week of trade in their town too, according to one of the organisers. The local police take advantage of the less responsibility-fuelled atmosphere, though, and were stationed at one ofthe main entrance roads to the town, to give rule-breakers a firm word or two.
If you missed the show yourself, just take a look through the images above to get a feel of what the meet was all about. This gallery is focused on some of the crazy non-Golf machinery we spotted. There were so many Golfs present that we'll have a separate gallery dedicated to them here soon.