As manufacturers continue balancing digital transformation with the realities of aging industrial infrastructure, Classic Automation is highlighting a different approach to modernization. Celebrating its 23rd anniversary, the company is reinforcing its focus on extending the life of legacy industrial automation systems through refurbished components, repair services and replacement products that help manufacturers avoid costly equipment upgrades.
Industrial manufacturers are increasingly investing in digital transformation, automation and artificial intelligence, but many continue to rely on production systems installed decades ago. For these organizations, replacing obsolete control systems is often far more expensive and disruptive than maintaining existing equipment.
Classic Automation has built its business around that reality.
The Rochester, New York-based supplier of new, surplus and refurbished industrial automation components is marking 23 years in business, reflecting more than two decades of supporting legacy automation infrastructure that remains critical to manufacturing operations worldwide.
Founded in 2003 by Fritz Ruebeck, the company initially focused on extending the operational life of ABB automation systems after recognizing that many manufacturers required ongoing support well beyond original product lifecycles. Over time, the company expanded its capabilities to include legacy Siemens Simatic S5 and Simatic S7 systems alongside a broader portfolio of industrial automation technologies.
Rather than encouraging customers to replace aging equipment with entirely new platforms, Classic Automation has positioned itself as a lifecycle support provider, helping manufacturers maintain operational continuity through spare parts, repairs and compatible replacement products.
The approach reflects a broader industrial trend.
Although manufacturers continue investing in technologies such as the Industrial Internet of Things (IIoT), AI-driven predictive maintenance and smart factories, complete replacement of installed automation infrastructure is often impractical due to high capital costs, production downtime and integration complexity.
According to McKinsey & Company, many industrial organizations are adopting phased modernization strategies that preserve operational assets while selectively introducing digital technologies. Similarly, Gartner has noted that extending the useful life of operational technology (OT) assets remains an important consideration for organizations balancing modernization with return on investment.
Classic Automation’s growth mirrors continuing demand for lifecycle support.
After launching from a home office in 2003, the company opened its first dedicated 12,000-square-foot facility in Rochester in 2006 before relocating to a larger 41,000-square-foot operation in Webster, New York, in 2012. A second warehouse added in 2019 expanded its total operational footprint to approximately 53,000 square feet.
Alongside facility expansion, the company invested in digital commerce capabilities early in its development. During 2007 and 2008, it introduced live online pricing and self-service quotation tools, reflecting broader digitization trends that have since become standard across industrial B2B procurement platforms.
Product development has also become an increasing area of focus.
In 2022, Classic Automation introduced Panelicity®, a proprietary 1/2 DIN process panel controller designed as a migration solution for legacy Siemens Moore 352/353 and ABB Micro MOD 30ML controllers. Rather than requiring complete system replacement, the product offers manufacturers a drop-in alternative intended to simplify modernization while minimizing operational disruption.
The company further expanded its engineering capabilities in 2024 through the establishment of a dedicated product development department and testing facility aimed at supporting future hardware innovation.
Today, Classic Automation reports maintaining an inventory exceeding one million industrial automation parts, including new, surplus and refurbished equipment.
The refurbishment business has become increasingly significant as manufacturers seek to control maintenance costs. According to the company, refurbished industrial automation components can cost 30% to 50% less than equivalent new OEM replacements while extending the service life of existing production assets. Repair services are performed in-house and backed by a two-year warranty.
The announcement comes as manufacturers face growing pressure to modernize operations while managing constrained capital budgets.
Industrial technology vendors including Siemens, ABB, Rockwell Automation, Schneider Electric, and Emerson continue expanding digital factory, automation and industrial AI portfolios. At the same time, many production facilities continue operating equipment that has remained in service for decades, creating sustained demand for maintenance, spare parts and lifecycle management services.
Industry analysts expect this hybrid operating model to continue.
According to IDC, manufacturers are increasingly pursuing incremental modernization strategies that integrate new digital capabilities alongside existing operational technology rather than replacing entire automation environments. This approach enables organizations to improve operational efficiency while reducing implementation risks and preserving production continuity.
Classic Automation’s anniversary highlights the enduring role of legacy infrastructure within industrial automation.
While the broader market continues moving toward connected factories, AI-enabled maintenance and Industry 4.0 initiatives, many manufacturers remain focused on maximizing the value of existing automation investments. Companies specializing in repair, refurbishment and lifecycle extension are becoming an important part of that ecosystem by helping bridge the gap between aging operational technology and future digital manufacturing strategies.
Market Landscape
Manufacturers are increasingly balancing digital transformation with long-term operational asset management. Global automation providers including ABB, Siemens, Rockwell Automation, Schneider Electric, and Emerson continue investing in smart manufacturing, industrial AI and connected factory technologies while customers pursue phased modernization strategies.
Research from McKinsey & Company and IDC suggests manufacturers are extending the life of operational technology wherever practical, combining refurbished equipment, predictive maintenance and selective upgrades to maximize return on automation investments while reducing production disruption.
Top Insights
- Classic Automation is celebrating 23 years of supporting legacy industrial automation systems through refurbished components, repair services and compatible replacement products.
- The company maintains an inventory of more than one million automation parts, helping manufacturers extend equipment lifecycles while avoiding unnecessary system replacements.
- Its proprietary Panelicity® controller provides a migration path for selected Siemens and ABB legacy process control systems without requiring complete infrastructure upgrades.
- Growing investment in industrial digital transformation is increasing demand for lifecycle support as manufacturers modernize selectively rather than replacing entire automation environments.
- The announcement reflects broader manufacturing trends where operational resilience, cost optimization and phased modernization are reshaping industrial automation strategies.
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