Volkswagen has achieved remarkable success with its VW-Currywurst, hitting new sales records even as challenges persist within the automotive industry. The company reported selling 8.55 million units of this popular sausage product throughout 2024, marking not only a significant increase from the previous year but also showcasing the shifting dynamics of Volkswagen's business.
Despite struggling vehicle sales, which saw a decrease of 2.3 percent to 9.03 million models across all Volkswagen Group brands, the demand for VW-Currywurst has soared. This success is remarkable considering how closely automotive manufacturers are typically associated with tangible products like cars rather than food items. The VW-Currywurst, first introduced back in 1973, has become the company’s best-selling item, with sales figures almost aligning with vehicle sales themselves. Specifically, VW sold 8.55 million Currywursts compared to 5.2 million VW-branded vehicles and transporters.
According to Gunnar Kilian, Volkswagen's HR Executive, “With over 8 million sold Volkswagen original Currywursts, we celebrate a new sales record,” indicating just how integral this product has become to the company’s identity. This announcement, made through social media, highlights the growing popularity of the product, particularly new variations introduced to captivate consumer interest.
The record-setting sales, around 200,000 more than the previous record year of 2023, denote not just the enduring appeal of the classic Currywurst but also the success of new varieties, such as hot dog sausage variants launched by Volkswagen as recently as 2021. This hotspot of innovation resulted in the hot dog sausage selling nearly 2.18 million units last year, bolstering the overall figures. It appears clear: Volkswagen's marketing strategy to expand their product line has paid dividends.
A historical perspective shows the company's sales dip during the pandemic years. The numbers tell the story well, with approximately 7 million units sold during peak years like 2019, but with drops to 6.5 million units each year during 2020 and 2021. This reduction was due to the effects of the pandemic, which caused many consumer industries to pivot radically. Nevertheless, the resounding sales growth seen since then suggests consumer interest remains strong as business returns to normal.
Further highlighting the quirky nature of this story, the 2021 ban on Currywurst from one of VW's canteens turned many heads. The removal led to considerable media attention, especially with comments from former Chancellor Gerhard Schröder, describing the Currywurst as “the power bar of the skilled workers.” The ensuing debate on food choices at corporations was refreshing, indicating how deeply the Currywurst is woven not only within the corporate culture but also within the wider societal fabric.
While the ban has long since lifted, with Volkswagen's canteen reinstated as one of the main suppliers of Currywurst, the event serves as a reminder of how significant this product is to VW's history and tradition. The Volkswagen sausage has even earned its part number, 199 398 500 A, exemplifying how the company officially recognizes it as part of its extensive product catalog.
Moving forward, Volkswagen has expressed intentions to introduce more variations of its renowned sausage. “Our next Currywurst coup is already in the making!” Kilian teased, promising more surprises to come. With creativity driving the brand's culinary aspects just as it does their vehicle innovations, Volkswagen appears on track to maintain its standing as the largest producer of Currywurst, highlighting the surprising spaces from which they derive profitability.
Through ups and downs, Volkswagen’s unwavering focus on diversifying and catering to consumer tastes proves to be advantageous, even when traditional segments show signs of decline. The remarkable success of the VW-Currywurst will likely continue to shine brightly as part of Volkswagen’s unique business dynamics, carving out yet another successful niche for the automaker beyond its core vehicle manufacturing.