No, we’ve not made an early April Fools Joke. It’s true. Volkswagen do sell more sausages than cars.
When we think of Volkswagen, images of iconic cars like the Beetle, Golf, or Passat come to mind. However, in a surprising twist, the German automaker’s most resilient product isn’t a car at all—it’s a sausage.
Volkswagen’s 2024 financial results have just been released and paint a grim picture for its core business. Vehicle sales declined by 3%, net profits plummeted by 30%, and the company announced drastic cost-cutting measures, including up to 35,000 job cuts and factory closures in Germany. Yet, amidst this turmoil, one division of Volkswagen remains a consistent success: its currywurst.
The Unlikely Star of Volkswagen’s Portfolio
Volkswagen has been producing its signature Currywurst since 1973, initially serving it in company cafeterias. What started as a perk for employees has become a major business in its own right. In 2024, Volkswagen sold 8.552 million portions of its currywurst sausage—almost as many as the 9 million vehicles its entire group sold worldwide. Remarkably, the sales of Volkswagen-branded cars (5.2 million) were outpaced by the sausages.
The Currywurst, designated by its official Volkswagen component number 199 398 500 A, is more than just a lunchtime favorite. It is sold in supermarkets, stadiums, and company canteens across Germany. The company also introduced a vegan version, with 42,000 units sold last year. Additionally, Volkswagen’s own brand of spiced ketchup, part number 00010 ZDK-259-101, sold over 629,000 bottles and 25,000 ten-liter buckets.
What Can Business Students Learn from Volkswagen’s Currywurst?
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Brand Loyalty Extends Beyond Products
Volkswagen has built a brand that consumers trust—not just for cars, but even for food. The currywurst’s success highlights the strength of brand equity. Business students should consider how companies can leverage their brand’s reputation to expand into complementary or even entirely unrelated markets. -
Emotional Connection Matters
Currywurst isn’t just a food item—it’s a part of Volkswagen’s culture. Employees and consumers alike have an emotional attachment to it. Successful businesses recognize the power of nostalgia and tradition in strengthening customer loyalty. -
Employee Engagement Can Drive Success
Volkswagen’s currywurst started as an employee benefit. Providing quality perks to workers can foster engagement, boost morale, and even become a profitable venture. Companies that prioritize employee satisfaction may find unexpected opportunities for innovation. -
Innovation Isn’t Just for Cars
Volkswagen’s food division isn’t resting on its laurels. With plans for ready-to-eat currywurst and expansion into international markets like the U.S., the company continues to innovate in non-traditional areas. Businesses that embrace continuous improvement—even in unconventional products—can find new growth opportunities.
Final Thoughts
Volkswagen’s currywurst serves as a fascinating case study in business resilience and diversification. While the carmaker struggles with industry headwinds, its food division remains a bright spot, demonstrating the power of brand loyalty, adaptability, and consumer connection.
For business students, this story is a reminder that success doesn’t always come from expected places. Sometimes, a company’s most enduring product isn’t the one that made it famous—it’s the one that keeps customers coming back for more, one bite at a time.
