It appears a beachgoer went to extreme lengths to avoid paying for parking on Monday and decided to take their car directly onto the sand instead.
The unusual decision did not quite go to plan, however, with the vehicle getting stuck fast within metres of the ramp that was used to access a popular stretch of coastline at Barry Island.
The front tyres of the Audi A3 can be seen sinking into the sand near the promenade and what appear to be planks of wood sticking out from under the bumper show that someone might have tried to get the car out of the sticky situation.
Whatever the reason for the car being there is, there can't be many parking spaces with such a nice coastal view.
Recovery efforts began on Monday morning, an eyewitness said, but it is still not clear why the vehicle was driven onto the beach.
South Wales Police described the male driver as "possibly being under the influence of alcohol".
A spokeswoman for the force said: "Just after 7.30am this morning, South Wales Police received information that a black vehicle had driven at speed down the slipway onto the beach at Barry Island. The Audi A3 became stuck in the sand and the male driver left the area.
"He is described as possibly being under the influence of alcohol and was wearing a yellow basketball style vest. The car was removed from the beach and the owner, believed to be from the Nelson area, has been contacted. Enquiries are ongoing."
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Barry Island, like many other beauty spots and beaches in Wales, was heaving with sun-seekers at the weekend as the mercury soared to nearly 26°C and people flocked to soak up the rays during a mini-heatwave.
Cars were being turned away from Barry Island car parks at the weekend, the beach was packed and the major routes to the waterfront were clogged with traffic as the temperature continued to climb.
Although Sunday was the hottest day of the year in Wales so far, with 27.4°C recorded in Cardiff, it is doubtful that anyone will be tempted to risk getting stuck in the sand in Barry Island later this week, with thunderstorms and heavy rain expected on Wednesday and Thursday.
Anyone who witnessed the incident is urged to contact police on 101, quoting occurrence 2100207719.