Volkswagen’s best-selling product in 2024 was not a car—it was a sausage. Volkswagen’s in-house brand currywurst sausages were sold in greater numbers than its branded vehicles, reaching an all-time sales level at 8.5 million, while car sales with the VW brand lagged at 5.2 million. The unexpected twist that an auto manufacturer sold more sausages than vehicles has captivated both industry watchers and the general public.
Volkswagen’s currywurst is no fad—it’s been around since 1973. Formulated originally for factory workers at the Wolfsburg factory, this in-house delicacy is now the epitome of German food heritage. Sausages are produced to a secret recipe, bear an official VW part number (199 398 500 A) and can be sold at Volkswagen canteens, supermarkets, and even exported to other markets.
The currywurst is cult-like in its popularity. It is such an institution in Germany as the full breakfast is in the UK, or the hot dog in the USA. While it is made by an automobile company, it is still increasing in popularity, with the more recent hot dog-style sausage version contributing to overall sales. In 2024, the manufacturer sold 8.55 million, its highest ever sales.
While the sales for the sausage skyrocketed, the business core for Volkswagen—auto manufacturing—had a challenging year. Volkswagen recorded its car sales to be 2.3% less, selling 9.03 million vehicles overall for all its brands, including Audi, SEAT, and Škoda. Specifically, the VW-branded vehicles sold 5.2 million units, which is much less than its sausage sales.
Regional breakdowns highlight the struggles:
China: It fell by 10%, mainly due to the increased competition in the electric vehicle (EV) market and the slowing economy.
Germany: Domestic sales dropped by 2.2%, attributed to the rise in production expenses and reduced demand.
The financial implications were huge. Volkswagen’s after-tax net income dropped by 30.6%, to €12.3 billion in 2024, from €17.8 billion in 2023. Overall revenue, however, rose by 0.7%, to €324.7 billion.
There were many reasons why Volkswagen’s automobile sales were declining:
Electric Vehicle Market Transition: There is increased competition with new entrants like Tesla and BYD because the market is transitioning towards EVs.
Production Costs: Rising cost of inputs and supply chain disruptions have affected prices and profitability.
Economic Volatility: A slowing global economy, particularly in China, lowered demand.
Regulatory problems: Stricter environmental regulations in Europe have led to restructuring by car producers, with repercussions for production timetables and price policies.
With car sales slowing, Volkswagen started an overall strategy to restore its share in the market.
cost-cutting measures: the company is taking concerted efforts to contain production costs to achieve profitability.
Product Expansion: Volkswagen will be launching 30 new models in the next twelve months with specific emphasis on electric vehicles such as the VW ID.7 Tourer, Audi Q6 e-tron, and Porsche Macan Electric.
Innovation & Sustainability: It is investing massively in EV technology, battery efficiency, and sustainable manufacturing processes to address the evolving needs of the consumers.
Aside from the numbers, Volkswagen’s currywurst is now an iconic brand symbol. In 2021, moves to remove it from canteen menus were greeted with indignation, even attracting criticism from former German Chancellor Gerhard Schröder, who notoriously promoted it as part of the cultural heritage of German factory life.
This unlikely bestseller is now not only an offbeat aside in the history of Volkswagen but also evidence of its deep entrenchment in the psyche. Volkswagen is renowned for creating the most popular cars in the world, but its most popular product in 2024 was neither an SUV nor an electric vehicle—it was a sausage.
