Automotive
February 2025
Helderburg, an exciting new company restoring British Solihull-built left-hand-drive Land Rover Defenders, was born from a passion of hobbies and an interest in converting vintage Land Rover Defenders into luxurious daily drivers.
Since launching in 2019, Helderburg has grown into a bespoke operation with clients throughout the world. Founded by businessman Paul Potratz, Helderburg works with select individuals to design a one-of-a-kind Land Rover Defenders that take over 3,000 hours to build and can cost more than $400,000 USD.
“Helderburg started as a hobby and quickly grew into an international business that is now 1 of the 3 largest in the world,” said Potratz. “My passion for Defenders was sparked as a little boy growing up watching television shows with Land Rovers as the vehicle of choice to explore the remotest parts of the earth. It’s a true adventure vehicle and to this day I have always considered myself to be an adventurous soul.”
In 2019, Potratz created a social media channel called @Helderburg to share his personal interest in photography, Defenders, dogs, farm life, and country gentleman fashion. He made up the name Helderburg since it sounded strong and European, and he felt it represented his hobbies and interest. Word quickly spread online that he had designed and restored an incredibly unique Land Rover Defender. Potratz started receiving messages from people across the globe offering to buy this Defender. Initially, Paul was not interested in starting a business but realized it was a way to do more of what he loves. Helderburg now employs 19, with most of the work taking place in a 25,000 square foot workshop in Herefordshire, UK.
“I was looking to buy another classic Defender, but I couldn’t find anyone who could fully capture my vision,” said Potratz. “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.”
It’s all in the details for Potratz. Every little thing matters, from the stitching on the tanned to order leather from Scotland to the thickness of aluminum Helderburg uses 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. Helderburg takes the iconic Defender shape and builds upon it in a way that elevates its character but does not change its essence. It’s about honoring the Defender’s heritage while enhancing it with modern luxury.
“As I reached levels of success in my career, I purchased many Mercedes, Porsches, and Ferraris, but I kept being drawn back to handcrafted British vehicles, motorcycles, bicycles,” said Potratz. “I’m not drawn to designer names, nor did I own luxury or supercars for the status; it’s purely the craftsmanship, quality, and knowing something was built by hand and not a robot on an assembly line. I love things with a story of innovation and knowing a real craftsman’s hands touched it to the point of perfection.”
Potratz says Helderburg embodies a classic, handmade, and timeless way of life—a gentle reminder to slow down and savor each moment. It reflects his commitment to a stoic lifestyle, encouraging us all to appreciate the elegance of the present in a world that often rushes by.
See article on Elevated Magazines
