Sonia: We all admire the underdog—the one who takes risks, makes sacrifices, and pursues a dream with relentless passion. It’s the classic hero’s journey, isn’t it? Someone who, through sheer belief, takes on giants and carves their own path. Paul Potratz, founder and creative director of Helderburg, embodies that spirit. Since Helderburgs inception in late 2019, Helderburg has shaken up the luxury custom-built Land Rover Defender world, much like an artist turning a blank canvas into a masterpiece. Helderburg’s meteoric rise is a testament to Paul’s unwavering commitment to quality, craftsmanship, and his passion for creating something that goes beyond mere vehicles.
Sonia: Paul, one of the most striking things about Helderburg Defenders is the vibrant colors. It’s what so many people talk about. Where does the inspiration for these colors come from? Are the clients picking these bold shades?
Paul Potratz: The clients certainly play a role, but not in the way you’d think. Clients often say I have a telepathic gift when it comes to reading and knowing what they truly want, even before they do. Many times, clients come in wanting to play it safe—they’ll ask for a standard green, black or grey Defender because that’s what they associate with a Land Rover. But as we talk, I can sense what they’re really drawn to, even if they’re hesitant to take that leap. I start suggesting colors like vibrant oranges, deep blues, or exotic greens—shades they didn’t even know they wanted but somehow always imagined. It’s as if I’m bringing out the palette they’ve dreamed of, and that’s what makes each Helderburg so personal and unique. I think this is probably the reason you rarely see a Helderburg for sale on the secondary market.
Sonia: That’s fascinating because I’ve looked at Defenders from other custom builders, and there’s such a noticeable difference in a Helderburg. Despite them all being Land Rover Defenders, yours have this almost mystical appearance. How do you achieve that?
Paul Potratz: It’s all in the details. Every little thing matters, from the stitching on the tanned to order leather from Scotland to the thickness of aluminum we use in the custom-made parts. It’s the cumulative effect of these small decisions that creates something greater than the sum of its parts. A Helderburg feels cohesive because everything belongs, nothing looks out of place, and that’s where the magic comes in. We take the iconic Defender shape and build upon it in a way that elevates its character, not changes it. It’s about honoring the Defender’s heritage while enhancing it with modern luxury. A Helderburg is a modernized Defender but done in a way it will be timeless.
Sonia: Do you use a software program or create sketches to bring your ideas to life?
Paul Potratz: No, I don’t work that way. I see pictures, not words. When I talk with a client, it’s as if I can visualize the entire build as we talk. Clients might come in asking for something simple—like a grey or white Defender—but as we discuss their lifestyle and passions, I begin to see an Orange Defender for them or something they might not have considered. I’m never pushy—I just love exploring creative ideas with them. It’s about guiding them toward something they might not have realized they wanted but that truly represents who they are.
Sonia: That’s such an intuitive process. Have you ever had clients just hand over the reins and ask you to design the entire vehicle without sharing any details?
Paul Potratz: Yes, many times. Some clients will tell me, “Paul, I trust you. Design it and don’t tell me anything. I want it to be a complete surprise when it’s done.” It’s a huge responsibility but also an honor when someone trusts you with something so personal. And that’s what makes Helderburg special—we’re not just building vehicles; we’re creating something that reflects the soul of the client.
Sonia: That’s incredible. It really shows how Helderburg is about more than just the vehicle—it’s about the experience and the connection between the owner and their Defender. It feels like every Helderburg is truly one-of-a-kind.
Paul Potratz: That’s the goal. Every Defender we create is a reflection of the person who will own it, and that’s what makes it special.
Sonia: What inspired you to start Helderburg in the first place? You were already a Defender enthusiast, but something must have sparked the desire to create your own brand.
Paul Potratz: In 2019, I wanted another Classic Defender, but I couldn’t find anyone who could fully capture my vision. These iconic vehicles were losing their soul—The industry was focused on horsepower and bolting on parts that detracted from the timeless elegance. That’s when I thought, either I’m crazy or I’ve tapped into something that people really want—creativity, individuality, and a sense of legacy in a Defender. So I took a risk, and Helderburg was born.
Sonia: What is the meaning behind the name Helderburg? It’s such a distinctive name—where did it come from?
Paul Potratz: That’s a fantastic question! The name Helderburg is something I created to share my interests and hobbies while connecting with like-minded individuals. I didn’t want to use my personal social media profiles because I felt that using my name might confuse my clients in what I offered at the time.’
Originally, I never intended to sell custom Land Rovers. My background was in business consulting for the Danish government and mid to large-scale businesses. But as I started sharing pictures and videos of my dogs, along with the bold-colored Defenders I was designing and building with my now business partner, the response was overwhelming and incredibly inspiring. What began as building a few Defenders for friends has now expanded to building for interesting and inspiring enthusiasts around the globe.
For me, Helderburg embodies a classic, handmade, and timeless way of life—a gentle reminder to slow down and savor each moment. It reflects my commitment to a stoic lifestyle, encouraging us all to appreciate the elegance of the present in a world that often rushes by.
At its core, Helderburg celebrates individuality and the beauty of finely crafted items that are both desirable and rare, all without any pretense. It’s truly a reflection of my journey, and I hope it inspires others to find beauty in both the simple and the extraordinary.
Sonia: There’s a certain magic to the craftsmanship in each Helderburg. How do you achieve that?
Paul Potratz: It’s about passion and dedication. Our craftsmen are the best in the world. It takes fifteen to twenty years of disciplined, repetitive work to reach that level of skill. There’s something almost meditative about the process—beating metal, sanding, painting, turning wrenches—it becomes art. Watching them work is like watching creation in motion.
Sonia: So it’s not just about how a Helderburg looks—it’s about how it feels when you drive it.
Paul Potratz: Exactly. It’s about emotion. When people drive a Helderburg, they feel the passion behind it. Clients are always impressed by the craftsmanship, the paint perfection, and the ride. But what surprises them most is how we’ve modernized the Defender while keeping its iconic appeal. It’s where classic meets modern, and we’re always pushing that balance.
Sonia: Helderburg has grown so quickly, but you’ve stayed true to your vision, even when people doubted it.
Paul Potratz: That’s right. When I first decided to offer custom Land Rovers, I faced a lot of skepticism. Many people felt that the name Helderburg wasn’t strong enough and thought it should include “Land Rover” or “Defender.” There were doubts about whether there was even a market for such detailed, exquisite, handcrafted Defenders with unique paint colors and handmade interiors.
But I chose to trust my instincts. We leaned into our passions and focused on authenticity, steering clear of fleeting trends in our marketing. I handled the photography myself and collaborated with others who shared our vision. For us, it was never just about selling a vehicle; it was about promoting a lifestyle that encourages people to slow down and truly appreciate the beauty around them.
Sonia: Your attention to detail is clearly what makes Helderburg so special.
Paul Potratz: It’s about knowing that every detail, no matter how small, has my heart in it. Helderburgs are spread across the world, reminding people that life’s beauty is often found in the unnoticed moments. I want to inspire others to slow down, appreciate the simple things, and enjoy the meaningful experiences that make life rich.
Sonia: You’ve created something truly collectible—each Helderburg is a one-of-one edition. Tell me about that.
Paul Potratz: To me, these vehicles are more than just cars—they’re heirlooms. You’re a temporary owner, and one day, when the next generation takes the keys, they’ll feel the same passion and excitement. That’s the legacy we’re building—something that endures, something that inspires.
It’s about slowing down, appreciating the details that others might overlook. That’s what makes life rich—those small, meaningful moments. And that’s what Helderburg is all about. Each Defender is a reminder that beauty lies in simplicity and craftsmanship.
Sonia: It’s inspiring to hear you talk about sticking to your vision and staying true to your principles. You’ve built a brand that feels personal, luxurious, and full of character. I’m sure your clients feel that too.
Paul Potratz: I hope they do. For me, it’s not about building something flashy or trendy—it’s about creating something that will stand the test of time. Something people can connect with on a deeper level. And that’s what drives me every day.
Sonia: After hearing your story and seeing some Helderburg-built Land Rover Defenders, I can say with confidence—you’ve succeeded in doing just that. Thank you, Paul, for sharing your journey and passion with us today.
Article originally published on duPont Registry October 7, 2024
