Loved the last company one so much that I bought one of my own to replace it... probably says most things!
Specifically:
1) Comfort (although having had a loaner bluemotion, its comfort from the sports seats)
2) All round visibility (practicality over style!)
3) Big enough to fit lots of stuff in but small enough to park in ever smaller car park spaces
4) Standard equipment levels on GTD/GTI/R leave others for dead. Most things included as standard.
5) ACC on a manual box - something others outside of VAG can't do
6) Depreciation that makes a relatively pricey model relatively cheap on PCP
7) Main dealer who actually are better than the ones I used for other marques (not perfect but better for sure!)
Lots of really solid reasons why I chose my first Golf, still relevant going forward. I've certainly got a third one top of the list for the next car...
Just surprised it took me so many years to drive/own one really