The German automotive industry is grappling with challenging times, as sales have nose-dived due to increasing competition and economic shifts. Amid this turmoil, the Volkswagen Group has unveiled some surprising success through record sales of currywurst sausages, eclipsing even their vehicle sales.
According to La Repubblica, Volkswagen concluded the year 2024 with its net profit down by 30%, something alarming for such a titan of the automotive world. But they also announced unprecedented sales figures for their iconic currywurst, with over 8.5 million sausages sold, primarily across cantines and supermarkets within Lower Saxony.
This figure marks an increase of over 200,000 compared to 2023, which was already considered exceptional for the peculiar product. Gunnar Kilian, Volkswagen's Director of Human Resources, noted the milestone on LinkedIn, stating, "With over 8 million Volkswagen Original Currywurst sold, we are celebrating a new sales record." Quite the statement when their car sales dwindled by 2.3% during the same period, totalling 9.03 million units across all brand badges including Audi, Skoda, and Seat.
The internal sausage production, initiated back at the factory's founding in 1973, has seemingly remained untouched by the financial stumble. The currywurst isn't the lone star; the company has diversified its offerings. Notably, they launched a hotdog variant back in 2021, which has garnered significant sales, reaching nearly 2.18 million units sold this year alone. Meanwhile, traditional currywurst sales also flourished, accounting for 6.317 million units.
Interestingly, the pattern of increased sausage sales isn’t something new. Back in 2019, sales had already peaked at about seven million, and during the heights of the pandemic years 2020 and 2021, they still stood strong with sales around 6.5 million. Observers and fans of the sausage eagerly await the future, especially with Kilian hinting, "Our next currywurst is on the way!"
The esteemed currywurst has become so recognized it even witnessed political intensity. Volkswagen sparked notable controversy back in 2021 by dropping this beloved sausage from the menu of one of its 30 canteens, converting it to serve exclusively vegetarian and vegan options. The uproar garnered reactions, including from former Chancellor Gerhard Schröder, who championed the cause under the hashtag #RettetDieCurrywurst, advocating for the return of what he called "one of the energy sources for skilled workers."
Despite the vociferous backlash, Volkswagen pushed forward with its vegetarian menu. Yet, as of August 7, 2023, the company bowed to demands; currywurst made its way back onto the canteen menu. This decision reignited celebrations among employees, marking the return of the tradition, which has epitomized Volkswagen's unexpected triumph even amid current automotive sector struggles.
While car manufacturers face deteriorated market conditions, Volkswagen's success with sausages reveals the intricacies within business strategies and consumer preference. This remarkable pivot to food products, especially currywurst, strikes at the heart of innovation, reminding companies and consumers alike of the brand’s deep roots and the cultural aspects tied to it.
Volkswagen's currywurst saga goes beyond sales; it showcases how corporate entities can embrace their heritage—a heritage entwined within German culinary culture. The increasing demand and iconic status highlight the cultural ties and fervor associated with this specific sausage, instigated by the brand itself.
Looking at the evidence, it’s clear: Volkswagen is carving out its space within the culinary world, offering more than just cars. The sales of currywurst have become not just figures but markers of resilience and adaptation, something many companies could take inspiration from. Braving through the automotive industry's harsh weather, Volkswagen rides the wave on the backs of sausages, securing its place on both the road and the dining table. Who would have thought? Cars or currywurst, both seem to have their followers—though only one is steering clear from crisis.