The difference between the UK and Irish market is astounding. The GTI and m135 aren't even in the same galaxy here, never mind "competitors". The GTI starts at around €34k but you'll easily push it into €38-€40k with a few options.
The BMW starts at around €50k! And will easily go into 60k++ with a few options!! On top of that its in a much higher tax (Co2) bracket, meaning hundreds more per annum to tax it. Is that not the case over there?