LR Health & Beauty Widens Car Concept: Porsche Now Available at Senger/LR Experience Center

Porsche moves into the Ahlen hub

LR Health & Beauty is expanding the car concept it has operated for more than 30 years for its independent sales partners. Together with its long-standing mobility partner Senger, the company is introducing Porsche into the programme as a further premium brand, with the vehicles now available and on display at the Senger/LR Experience Center in Ahlen.

Porsche itself is not new to the line-up: the marque has been part of the LR car concept for several years. What changes now is that Senger is also joining the Porsche side of the business, consolidating the brand within the dealer network that handles LR partners' vehicles.

In parallel, the qualification threshold is being adjusted. Where partners previously had to reach the Platinum Organisationsleiter level to qualify for a Porsche, the requirement drops to the Gold Organisationsleiter level.

A 9,000-square-metre mobility centre

Opened in May 2026, the Senger/LR Experience Center serves as the central location for LR partners' mobility matters. Across 9,000 square metres, the site handles vehicle handovers and leasing returns, presents current models and offers face-to-face advice.

A dedicated ten-person Senger team works exclusively on LR partners' mobility cases. Around 1,200 vehicle handovers per year are planned at the centre.

"The car concept has been an integral part of the business model for years and a visible sign of entrepreneurial success," said Jörg Körfer, CEO of the LR Gruppe, describing the integration of Porsche as a further incentive within the career plan. Jörg Hellwig, managing director of Senger Südwestfalen GmbH, said the inclusion of Porsche further broadens the mobility experience at the Experience Center.

From a C180 in 1995 to 42,400 vehicles

The LR car concept started in 1995 with the Mercedes-Benz C180, under the then "LR 2000" programme. By the end of 2025, a total of 42,400 vehicles had been handed over to LR Vertriebspartner through the scheme.

The international brand portfolio today includes Mercedes-Benz, Volkswagen, Audi, BMW, Porsche, Jaguar Land Rover, Opel and Renault, among others. In Germany, Senger delivers around 1,200 Mercedes-Benz vehicles a year to LR partners, while internationally some 3,400 vehicles are handed over to LR Vertriebspartner annually.

The car concept is embedded in the LR career plan: depending on their qualification, partners receive a car bonus that can be used to finance the leasing rate. At higher career levels and with greater business performance, a higher vehicle category becomes accessible.