Sonia: All of us admire the underdog—the one who takes dangers, makes sacrifices, and pursues a dream with relentless ardour. It’s the basic hero’s journey, isn’t it? Somebody who, by way of sheer perception, takes on giants and carves their very own path. Paul Potratz, founder and artistic director of Helderburg, embodies that spirit. Since Helderburgs inception in late 2019, Helderburg has shaken up the luxurious custom-built Land Rover Defender world, very similar to an artist turning a clean canvas right into a masterpiece. Helderburg’s meteoric rise is a testomony to Paul’s unwavering dedication to high quality, craftsmanship, and his ardour for creating one thing that goes past mere automobiles.
Sonia: Paul, probably the most putting issues about Helderburg Defenders is the colourful colours. It’s what so many individuals speak about. The place does the inspiration for these colours come from? Are the purchasers selecting these daring shades?
Paul Potratz: The purchasers definitely play a job, however not in the way in which you’d suppose. Shoppers typically say I’ve a telepathic present in terms of studying and realizing what they really need, even earlier than they do. Many occasions, purchasers are available desirous to play it secure—they’ll ask for the standard inexperienced, black or gray Defender as a result of that’s what they affiliate with a Land Rover. However as we discuss, I can sense what they’re actually drawn to, even when they’re hesitant to take that leap. I begin suggesting colours like vibrant oranges, deep blues, or unique greens—shades they didn’t even know they wished however by some means all the time imagined. It’s as if I’m bringing out the palette they’ve dreamed of, and that’s what makes every Helderburg so private and distinctive. I believe that is most likely the explanation you not often see a Helderburg on the market on the secondary market.
Sonia: That’s fascinating as a result of I’ve checked out Defenders from different {custom} builders, and there’s such a noticeable distinction in a Helderburg. Regardless of all of them being Land Rover Defenders, yours have this virtually mystical look. How do you obtain that?
Paul Potratz: It’s all within the particulars. Each little factor issues, from the stitching on the tanned to order leather-based from Scotland to the thickness of aluminum we use within the custom-made components. It’s the cumulative impact of those small choices that creates one thing larger than the sum of its components. A Helderburg feels cohesive as a result of every part belongs, nothing seems to be misplaced, and that’s the place the magic is available in. We take the enduring Defender form and construct upon it in a manner that elevates its character, not adjustments it. It’s about honoring the Defender’s heritage whereas enhancing it with trendy luxurious. A Helderburg is a modernized Defender however finished in a manner it is going to be timeless.
Sonia: Do you employ a software program program or create sketches to deliver your concepts to life?
Paul Potratz: No, I don’t work that manner. I see footage, not phrases. Once I discuss with a consumer, it’s as if I can visualize your complete construct as we discuss. Shoppers may are available asking for one thing easy—like a gray or white Defender—however as we focus on their way of life and passions, I start to see an Orange Defender for them or one thing they won’t have thought of. I’m by no means pushy—I simply love exploring inventive concepts with them. It’s about guiding them towards one thing they won’t have realized they wished however that actually represents who they’re.
Sonia: That’s such an intuitive course of. Have you ever ever had purchasers simply hand over the reins and ask you to design your complete car with out sharing any particulars?
Paul Potratz: Sure, many occasions. Some purchasers will inform me, “Paul, I belief you. Design it and don’t inform me something. I need it to be an entire shock when it’s finished.” It’s an enormous duty but additionally an honor when somebody trusts you with one thing so private. And that’s what makes Helderburg particular—we’re not simply constructing automobiles; we’re creating one thing that displays the soul of the consumer.
Sonia: That’s unimaginable. It actually reveals how Helderburg is about extra than simply the car—it’s concerning the expertise and the connection between the proprietor and their Defender. It looks like each Helderburg is actually one-of-a-kind.
Paul Potratz: That’s the purpose. Each Defender we create is a mirrored image of the one that will personal it, and that’s what makes it particular.
Sonia: What impressed you to begin Helderburg within the first place? You had been already a Defender fanatic, however one thing will need to have sparked the will to create your personal model.
Paul Potratz: In 2019, I wished one other Basic Defender, however I couldn’t discover anybody who may absolutely seize my imaginative and prescient. These iconic automobiles had been shedding their soul—The business was targeted on horsepower and bolting on components that detracted from the timeless class. That’s once I thought, both I’m loopy or I’ve tapped into one thing that folks really need—creativity, individuality, and a way of legacy in a Defender. So I took a threat, and Helderburg was born.
Sonia: What’s the which means behind the identify Helderburg? It’s such a particular identify—the place did it come from?
Paul Potratz: That’s a improbable query! The identify Helderburg is one thing I created to share my pursuits and hobbies whereas connecting with like-minded people. I didn’t wish to use my private social media profiles as a result of I felt that utilizing my identify may confuse my purchasers in what I supplied on the time.’
Initially, I by no means meant to promote {custom} Land Rovers. My background was in enterprise consulting for the Danish authorities and mid to large-scale companies. However as I began sharing footage and movies of my canines, together with the bold-colored Defenders I used to be designing and constructing with my now enterprise accomplice, the response was overwhelming and extremely inspiring. What started as constructing a number of Defenders for associates has now expanded to constructing for fascinating and provoking lovers across the globe.
For me, Helderburg embodies a basic, handmade, and timeless lifestyle—a mild reminder to decelerate and savor every second. It displays my dedication to a stoic way of life, encouraging us all to understand the class of the current in a world that usually rushes by.
At its core, Helderburg celebrates individuality and the great thing about finely crafted gadgets which can be each fascinating and uncommon, all with none pretense. It’s actually a mirrored image of my journey, and I hope it evokes others to seek out magnificence in each the straightforward and the extraordinary.
Sonia: There’s a sure magic to the craftsmanship in every Helderburg. How do you obtain that?
Paul Potratz: It’s about ardour and dedication. Our craftsmen are the most effective on this planet. It takes fifteen to twenty years of disciplined, repetitive work to achieve that degree of talent. There’s one thing virtually meditative concerning the course of—beating steel, sanding, portray, turning wrenches—it turns into artwork. Watching them work is like watching creation in movement.
Sonia: So it’s not nearly how a Helderburg seems to be—it’s about the way it feels whenever you drive it.
Paul Potratz: Precisely. It’s about emotion. When folks drive a Helderburg, they really feel the fervour behind it. Shoppers are all the time impressed by the craftsmanship, the paint perfection, and the trip. However what surprises them most is how we’ve modernized the Defender whereas conserving its iconic enchantment. It’s the place basic meets trendy, and we’re all the time pushing that stability.
Sonia: Helderburg has grown so shortly, however you’ve stayed true to your imaginative and prescient, even when folks doubted it.
Paul Potratz: That’s proper. Once I first determined to supply {custom} Land Rovers, I confronted plenty of skepticism. Many individuals felt that the identify Helderburg wasn’t robust sufficient and thought it ought to embody “Land Rover” or “Defender.” There have been doubts about whether or not there was even a marketplace for such detailed, beautiful, handcrafted Defenders with distinctive paint colours and handmade interiors.
However I selected to belief my instincts. We leaned into our passions and targeted on authenticity, steering away from fleeting developments in our advertising and marketing. I dealt with the images myself and collaborated with others who shared our imaginative and prescient. For us, it was by no means nearly promoting a car; it was about selling a life-style that encourages folks to decelerate and actually respect the sweetness round them.
Sonia: Your consideration to element is clearly what makes Helderburg so particular.
Paul Potratz: It’s about realizing that each element, regardless of how small, has my coronary heart in it. Helderburgs are unfold the world over, reminding those that life’s magnificence is commonly discovered within the unnoticed moments. I wish to encourage others to decelerate, respect the straightforward issues, and benefit from the significant experiences that make life wealthy.
Sonia: You’ve created one thing actually collectible—every Helderburg is a one-of-one version. Inform me about that.
Paul Potratz: To me, these automobiles are extra than simply vehicles—they’re heirlooms. You’re a short lived proprietor, and someday, when the following era takes the keys, they’ll really feel the identical ardour and pleasure. That’s the legacy we’re constructing—one thing that endures, one thing that evokes.
It’s about slowing down, appreciating the main points that others may overlook. That’s what makes life wealthy—these small, significant moments. And that’s what Helderburg is all about. Every Defender is a reminder that magnificence lies in simplicity and craftsmanship.
Sonia: It’s inspiring to listen to you speak about sticking to your imaginative and prescient and staying true to your ideas. You’ve constructed a model that feels private, luxurious, and filled with character. I’m certain your purchasers really feel that too.
Paul Potratz: I hope they do. For me, it’s not about constructing one thing flashy or fashionable—it’s about creating one thing that can stand the take a look at of time. One thing folks can join with on a deeper degree. And that’s what drives me each day.
Sonia: After listening to your story and seeing some Helderburg-built Land Rover Defenders, I can say with confidence—you’ve succeeded in doing simply that. Thanks, Paul, for sharing your journey and fervour with us as we speak.
