SENNEBOGEN Genuine Parts Keep it original. Keep it running.

11.06.2026 Straubing, Germany

SENNEBOGEN Genuine Parts – The Future of Spare Parts Management

Choosing a SENNEBOGEN machine means more than investing in high-performance equipment — it also means receiving fast service and perfectly matched spare parts to ensure long-term machine availability. We speak with Fabian Wellnhofer, Head of Spare Parts Organisation, and Markus Rösch, Head of Spare Parts Sales, about the new SENNEBOGEN Genuine Parts campaign and their vision for the future of spare parts management.

It’s original — and it keeps your machine running.

The SENNEBOGEN Genuine Parts campaign was launched recently. What is behind the campaign and what do you aim to achieve?

Fabian Wellnhofer

Of course, we have always supplied SENNEBOGEN Genuine Parts. Every part we offer stands for original delivery quality and is something we fully stand behind. What is particularly important to us with this campaign is creating stronger awareness for original spare parts and communicating that value directly to end customers.

Customers deliberately choose a SENNEBOGEN machine because they trust its quality. The same applies to spare parts. Our claim, “Keep it original. Keep it running.”, summarises the key message perfectly.

Markus Rösch

Ultimately, the goal is to make the quality behind the product clearly visible and provide orientation for our customers. Customers should immediately recognise that they are receiving tested OEM quality directly from the manufacturer and that their machine retains its original performance and functionality. At its core, the campaign is about maximum machine availability, predictable operating costs and long-term value retention — delivering the complete performance promise behind every machine.

What role do each of you play in implementing the SENNEBOGEN Genuine Parts campaign?

Fabian Wellnhofer

As Head of the Spare Parts Organisation and together with Spare Parts Sales, we are leading this campaign across the spare parts business. In the past, communication focused less on the advantages of original spare parts. We quickly agreed that awareness around these benefits needed to be strengthened and therefore initiated the campaign. During the conceptual phase, I was heavily involved and, during implementation, my focus will mainly be on logistics. As we roll out the campaign globally, new packaging concepts will also become part of the initiative.

"Raising awareness of genuine parts…

...My focus will now shift increasingly towards commercial activation and strengthening awareness of genuine parts."

Markus Rösch

Head of Spare Parts Sales at SENNEBOGEN

Consistent performance, reliable uptime and service from a single source.

Speaking of customer communication: what difference does it make for customers if they choose SENNEBOGEN Genuine Parts for their machines?

Fabian Wellnhofer

Customers also benefit from our speed. We operate a highly efficient central warehouse with 34,000 different spare parts, built only a few years ago using state-of-the-art technology. Despite this wide variety and an inventory of 1.4 million individual stock items, we achieve same-day dispatch in 99.8 % of all priority orders.

Markus Rösch

Our service partners manage everything from identifying the correct parts through to warranty processing — which is another important advantage of using genuine spare parts. Customers benefit from having a single point of contact and can be confident they are receiving the correct part in original equipment quality for their machine.

In addition, we operate an active spare parts sales model. We work closely with our service partners to ensure that the right spare parts are stocked locally to keep each fleet running. This is tailored individually to each market. A dealer in Japan naturally requires a different inventory structure than a dealer in Europe. One of our team’s key responsibilities is aligning spare parts availability with each market and machine population — supported by extensive data analysis and experience.

With the cost advantage that has always been there compared to purchasing spare parts individually.

Are there any products or services you would particularly like to highlight?

Fabian Wellnhofer

At this point, we should certainly mention the Uptime Kits and Service Packages, which we comprehensively updated last year. The Service Packages are tailored to each machine type and include all components that are recommended for replacement according to our maintenance schedules. We have also fully adapted these packages for the G-Series. This means that both dealers and end customers will now be able to purchase dedicated service packages for the new G-Series machines as well —

Markus Rösch

Uptime Kits are collections ofcritical components — essentially first-aid kitsfor machines. Examples include electrical kits,O-ring kits, flange kits and central lubricationsets that help return a machine to operationas quickly as possible. We offer different configurationsand — what makes SENNEBOGEN
Uptime Kits unique — customised solutions.For example, after jointly analysing customerrequirements with one of our dealers, we developed a smaller kit specifically for the Australian market to support remote end customers. This enables operators to carry out initial measures themselves until a service
technician arrives. Supporting these kinds of individual requirements is also part of my team’s responsibility and allows us to provide highly tailored solutions.

After Sales — and therefore spare parts — is one of the key pillars of our business.

Looking ahead: What are your plans for SENNEBOGEN spare parts in the future?

Fabian Wellnhofer

We have many ambitious plans. Availability and performance are key priorities for us. Our same-day order process is already performing extremely well, and going forward we want to further increase availability beyond priority orders. Another major focus is improving process efficiency. This is primarily about automation, allowing our employees to dedicate even more time to personal customer support. We operate in a people business and want to strengthen what sets us apart from competitors: personal support. In addition to our central warehouse in Steinach, we will gradually expand local stock levels in selected regions around the world to ensure availability there as well.

Markus Rösch

The personal contact that defines our business today will remain an important part of our future. We do not want to rely on chatbots — we want to continue strengthening personal interaction. Competitors from the Far East cannot offer this level of support in the same way. We follow the principle: “The first machine is sold by Sales — every machine after that is sold by After Sales.” If customers are not satisfied with after sales performance, they will think twice before purchasing another machine. We need to use this strength to clearly differentiate ourselves from the competition. We provide premium service for premium machines.

Fabian Wellnhofer

We will also continue expanding our digital offerings. For example, we recently digitalised our service catalogue with a clear focus on service packages and retrofit solutions. Retrofits will become an increasingly important topic because we want to implement them as quickly and efficiently as possible without losing individuality. We have already expanded our team to support this development.

Markus Rösch

Another important area within Genuine Parts is the expansion of our refurbishment program. These are reconditioned parts that receive a second life — something that also makes sense from a sustainability perspective. At the same time, they provide a cost-efficient alternative, especially for older machines, enabling value-appropriate repairs without sacrificing the advantages of original quality. We also aim to further improve efficiency throughout this process. Finally, we would also like to mention SENlube. Here, we intend to expand our portfolio — both in terms of lubricant types and packaging sizes. This will allow us to respond even better to individual customer needs while opening up new markets together with new partners.