When we think of Volkswagen, it’s impossible not to remember its iconic cars. The Beetle, the Kombi, the Golf, and more recently, the Amarok have been in the collective imagination for decades. The German brand has built a global reputation based on striking design, reliable engineering, and models that transcend generations.
But there’s a curious secret that many people don’t know: Volkswagen’s best-selling product has no wheels, engine, or rearview mirror. It’s served on a plate. Since 1973, VW has produced its own sausage — the famous Volkswagen Currywurst.
The success was so great that the sausage quickly went beyond the factory gates and started being sold to the public in supermarkets, events, and even dealerships. To complete the extravagance, it even received an official part number in the brand’s catalog: 199 398 500 A. Yes, you can literally “order” a VW sausage as if it were a replacement rearview mirror.
What’s most impressive is that, in several years, Volkswagen produced more sausages than cars. In 2015, for example, more than 7 million Currywursts were made, compared to 5.8 million vehicles. Isn’t that quite a curious feat?
The flavor of success
Why would a car manufacturer be so successful at selling sausages? The answer lies in culture and tradition.
In Germany, sausages are an important part of both food and national identity. By offering this product, VW strengthened its bond with the public and created an item that carries the same care for quality as its vehicles.
Furthermore, the product became an internal symbol of unity and pride. Employees and visitors associate the flavor of Currywurst with the experience of being inside the Volkswagen world. It’s a form of emotional marketing that goes far beyond traditional advertising.
A recipe that doesn’t change
While the automotive market goes through constant transformations — electric cars, new technologies, and design changes — Currywurst has remained practically the same since its launch.
The original recipe is kept under lock and key, and the sausages continue to be produced in the factory itself, by a team dedicated exclusively to this. It’s like having a “gastronomic assembly line” inside one of the giants of the automotive industry.
International fame
Although Currywurst is a German icon, it has already won fans in many parts of the world. Foreign visitors who tour the Wolfsburg factory almost always leave with a special souvenir in their luggage: a box of VW sausages. International automotive events also often serve the delicacy, reinforcing the brand’s identity and tradition. In a sector where competition is fierce, having such a unique element helps Volkswagen stand out differently.
The automotive connection
Interestingly, Volkswagen has even offered vegetarian versions of Currywurst to keep up with changing consumer habits. This shows that even a traditional product can adapt to new demands — just like a car receiving design and mechanical updates to remain competitive.
And here’s the link to the world of pickups and accessories: innovation and adaptation are essential to maintaining market relevance.
From sausage to truck bed: where Flash Cover comes in
Just as VW found a way to win over its audience with something unexpected, in the world of pickups there are also products that surprise. Flash Cover, for example, develops tonneau covers that combine tradition, quality, and innovation — a “seasoning” that makes all the difference for those who want more than just the basics. The lesson is clear: whether it’s a car, a sausage, or a tonneau cover, the secret to winning customers is to offer a remarkable experience that goes beyond expectations.
In the end, Currywurst is much more than a snack: it’s a symbol of how brands can create lasting connections by combining quality, tradition, and identity. And if Volkswagen can turn a simple sausage into an icon, just imagine what other companies can achieve when they choose to innovate without fear.