Coverstory
By Elena Luchian
Published Feb 1, 2025
Helderburg. A name that might not ring a bell. But it might in the future. The newly founded firm restores left-hand-drive Land Rover Defenders built in Solihull, UK, with an out-of-this-world perfectionism.
The brand is based on a 300-acre farm in Upstate New York and focuses on taking Land Rover restomodding to a whole new level. The restomods driving out of the facility are the most expensive and luxurious bespoke Land Rovers on the market.
Builds often exceed the $400,000 mark. They are definitely not for everyone. They are for enthusiasts. For the passionate. For those who don’t mind the boxy shapes, the anti-aerodynamic silhouettes, and the high prices.
For instance, of the vehicles available right now, the Dolivo is a two-door soft-top Defender D110, which costs $304,867. There is also the Francesca, a double-cab powered by the brand’s exclusive Mark III Turbo Diesel powerplant. The Francesca is a $431,732 affair. The most affordable right now is the Vincent Red, a D90 that costs $254,320.
Why are the Helderburg Defenders so precious? Of course, it is all down to quality and customer preferences. The experts install billet aluminum exterior door handles with recessed finger grooves. They come up with the finest Scottish Leather upholstery, German Wool, and Italian Alcantara.
The engineers designed a high-performance braking system to make sure the cars that drove out through the gate of the company stopped in time. And it’s not just the brains, but also the looks.
Exclusive colors and the presence of a high-fidelity luxury audio system round up the exquisite builds. Each project can take up to 3,000 hours to complete, and customers can follow the build process at all times.
Paul Potratz is to blame for all this. He is the one who brought this business to life back in 2020. He grew up working in his father’s modest vehicle repair and body shop. Those cars started to grow on him until they became a lifestyle. A dream. And eventually, a reality.
He recalls the moment he became obsessed with Defenders. Once, a gentleman called Garreth walked into his father’s shop. He had a Range Rover to fix. The news about his dad being a master mechanic and perfectly fixed Land Rovers, Range Rovers, Jaguars, Aston Martins, or Bentleys spread with the speed of light.
Paul started by buying professionally restored Land Rover Defenders, but he always found flaws in them. There was always something wrong with those vehicles. So, he began restoring his own Defenders in his very own manner.
He took to social media to show his creation. Inquiries and requests started pouring in. People wanted to buy the vehicles he built. Everything was starting to fall into place for the one who was once a kid learning about cars in his dad’s shop. Little did he know back then that it was the beginning of his life story.
So, his passion was turning into an international business. He invested hundreds of thousands of dollars to set up the perfect chain of parts, leather, and fabrics suppliers and the ideal team of mechanics and engineers. It was the only way to build the perfect classic Land Rover Defenders. His business is now one of the three largest in the world.
He has always regarded the Land Rover Defenders as adventure vehicles. And he has always labeled himself as “an adventurous soul that chooses to never fit in with the norm.” It sounds like a match made in heaven, doesn’t it?
Over the years, Paul owned many Mercedes, Porsche, and Ferrari examples. But there was something about the British cars that attracted him like a magnet. He was fascinated with the idea of craftsmanship instead of being interested in robots doing the jobs of talented people. That is where high-level engineering meets high quality.
Paul soon grew out of driving fast (and getting tickets in the process). “I would rather explore and see the sights where few have been,” he explains. That is why he bought a Land Rover Defender D110 in the first place.
He absolutely loved how it looked but hated how it drove just as much. So, he had to do something about it. “It was slow, noisy, and not very practical for me as a Business Consultant and Advertising Agency Owner in a suit, driving a lot and taking a lot of calls from the road,” he recalls.
So, he turned into a fast, quiet, and comfortable vehicle. He injected modern engineering and tech, so that he could work on the move. The SUV also underwent a plastic surgery. “I could not show up to a business meeting in what looks like an old, worn-out truck. It had to match my style and speak success but not be pretentious.”
And it turned out just like that. That is his business philosophy. His customers spread the word that Helderburg was building “works of art.” Why “Helderburg?” “It sounded strong and European; it represented my hobbies and interests,” Paul proudly explains.
He started receiving messages from people around the world who wanted to buy the vehicles he built. Nineteen people work for around 3,000 hours to make the perfect custom Defenders. They are not going to speed up and roll out more cars. They want to keep the British heritage “Hand Built in England” alive. At the end of the day, that is all that matters.
The firm restores 1993-1997 Defenders, void of electronics and reliable. The engines they transplant into their creations are the 300 TDI turbodiesel, the TD5 turbodiesel, and the iconic GM LT1 6.2-liter V8. A GM LS3 with a six-speed automatic or a six-speed manual is also on the menu that customers can choose from.
Helderburg offers over 100 exterior colors, from the daring Mint Green to the head-turning Magenta Metallic. The customization process starts with a conversation with the man himself, Paul Potratz.
The customer chooses the body style and powertrain of his future Defender and pays the 50% deposit, which secures them a build slot. They select the exterior color, seating configuration, and interior options. All throughout the build, they can keep a keen eye on the process.
When the vehicle is completed – it may even take a whole year – the customer pays the other 50% and has the Defender delivered. What’s next? Driving a reliable, comfortable, and modern adventure vehicle that gets thumbs up everywhere it goes.
Meanwhile, for those who prefer new instead of old-school Defenders, the model starts at $56,900 in the US. At the opposite end of the lineup, the OCTA Edition One kicks off at $169,425.
See article on Autoevolution
