Have I read that right? £385 per wheel!?
That’s the fully fitted price.
The ‘supply only’ price should be cheaper (VW used to show both prices on the website) and looking at those alloys on VW’s website where they quote both fitted and unfitted prices, the difference is about £30-£35 per wheel. Don’t pay VW’s hourly labour rates to fit new wheels; take them to the tyre place of your choice and get them to swap the wheels over when you get tyres fitted.
Also, always ask the VW dealer for a discount on parts and accessories. 10% is usually available, but if you don’t ask, you don’t get and it’s definitely worth having on more expensive parts / accessories.
So to supply only with discount would reduce the price to around £315 per wheel. Having said that, from memory, I paid around £225 - £230 per wheel (supply only and after discount) back in 2014, so VW have put the price up quite a lot over the last few years.