Volkswagen's currywurst sales soar to record levels

In Germany, Volkswagen has experienced a remarkable surge in sales of its currywurst, which is now considered a cult culinary item. As of March 16, 2025, the automotive giant reported that it sold 8.5 million sausages last year, a figure that is nearly equivalent to the total number of vehicles sold during the same period. This staggering number highlights a unique aspect of the Volkswagen brand that extends beyond automobiles, affirming its innovative spirit in both engineering and culinary offerings. The origin of the currywurst can be traced back to 1949 when Herta Heuwer, a Berlin chef, created the dish utilizing available ingredients such as ketchup, curry powder, and Worcestershire sauce, which she obtained from British soldiers. Over the decades, it has firmly established itself as a staple within German cuisine. Despite recent shifts toward vegan options in fast food, the return of the currywurst to Volkswagen’s menu is a clear indication of its emotional and nostalgic value to the public. The decision to reinstate it after an outcry reflects the continued popularity of the dish in contemporary food culture. The currywurst is not only a product sold at Volkswagen's locations but also creates a memorable experience for customers visiting the Autostadt in Wolfsburg, a state-of-the-art complex where people come to collect their vehicles and appreciate automotive exhibits. The self-service restaurant Tachometer, located in Autostadt, is known for its currywurst, complete with thick tomato and curry sauce, which many fans argue is essential for a true experience. The currywurst’s presence in Volkswagen’s offerings demonstrates how the brand has successfully delved into lifestyle and food, diversifying its appeal amid competition in the auto industry, particularly from emerging brands in China. A hint at a new currywurst variant was made by Kilian, suggesting that Volkswagen aims to innovate further in this culinary area, embodying the notion that innovation transcends traditional manufacturing and extends to food production as well.