Sonia: All of us admire the underdog—the one who takes dangers, makes sacrifices, and pursues a dream with relentless ardour. It’s the traditional hero’s journey, isn’t it? Somebody who, by 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, one of the placing 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 choosing these daring shades?
Paul Potratz: The purchasers actually play a task, however not in the way in which you’d assume. Purchasers usually say I’ve a telepathic present on the subject of studying and figuring out what they honestly need, even earlier than they do. Many occasions, purchasers are available eager 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 speak, 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 someway 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 feel that is most likely the rationale 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 higher than the sum of its components. A Helderburg feels cohesive as a result of all the things belongs, nothing appears to be like misplaced, and that’s the place the magic is available in. We take the enduring Defender form and construct upon it in a means that elevates its character, not adjustments it. It’s about honoring the Defender’s heritage whereas enhancing it with fashionable luxurious. A Helderburg is a modernized Defender however performed in a means it is going to be timeless.
Sonia: Do you employ a software program program or create sketches to carry your concepts to life?
Paul Potratz: No, I don’t work that means. I see footage, not phrases. Once I speak with a consumer, it’s as if I can visualize your entire construct as we speak. Purchasers may are available asking for one thing easy—like a gray or white Defender—however as we talk about their way of life and passions, I start to see an Orange Defender for them or one thing they may not have thought-about. I’m by no means pushy—I simply love exploring artistic concepts with them. It’s about guiding them towards one thing they may not have realized they wished however that really 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 entire automobile 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 performed.” It’s an enormous accountability but in addition 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 unbelievable. It actually reveals how Helderburg is about extra than simply the automobile—it’s concerning the expertise and the connection between the proprietor and their Defender. It looks like each Helderburg is really one-of-a-kind.
Paul Potratz: That’s the aim. 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 start out Helderburg within the first place? You had been already a Defender fanatic, however one thing should 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 trade 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 individuals actually need—creativity, individuality, and a way of legacy in a Defender. So I took a threat, and Helderburg was born.
Sonia: What’s the that means behind the title Helderburg? It’s such a particular title—the place did it come from?
Paul Potratz: That’s a incredible query! The title Helderburg is one thing I created to share my pursuits and hobbies whereas connecting with like-minded people. I didn’t need to use my private social media profiles as a result of I felt that utilizing my title 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 companion, the response was overwhelming and extremely inspiring. What started as constructing a couple of Defenders for buddies has now expanded to constructing for fascinating and galvanizing lovers across the globe.
For me, Helderburg embodies a traditional, handmade, and timeless lifestyle—a delicate 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 always rushes by.
At its core, Helderburg celebrates individuality and the fantastic thing about finely crafted gadgets which are each fascinating and uncommon, all with none pretense. It’s really a mirrored image of my journey, and I hope it conjures up others to seek out magnificence in each the easy 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 very best on the planet. It takes fifteen to twenty years of disciplined, repetitive work to succeed in that degree of talent. There’s one thing virtually meditative concerning the course of—beating metallic, 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 appears to be like—it’s about the way it feels while you drive it.
Paul Potratz: Precisely. It’s about emotion. When individuals drive a Helderburg, they really feel the eagerness behind it. Purchasers are all the time impressed by the craftsmanship, the paint perfection, and the experience. However what surprises them most is how we’ve modernized the Defender whereas maintaining its iconic attraction. It’s the place traditional meets fashionable, and we’re all the time pushing that stability.
Sonia: Helderburg has grown so rapidly, however you’ve stayed true to your imaginative and prescient, even when individuals doubted it.
Paul Potratz: That’s proper. Once I first determined to supply {custom} Land Rovers, I confronted a whole lot of skepticism. Many individuals felt that the title Helderburg wasn’t robust sufficient and thought it ought to embrace “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 tendencies in our advertising. I dealt with the pictures myself and collaborated with others who shared our imaginative and prescient. For us, it was by no means nearly promoting a automobile; it was about selling a way of life that encourages individuals to decelerate and really recognize the sweetness round them.
Sonia: Your consideration to element is clearly what makes Helderburg so particular.
Paul Potratz: It’s about figuring out 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 need to encourage others to decelerate, recognize the easy issues, and benefit from the significant experiences that make life wealthy.
Sonia: You’ve created one thing really collectible—every Helderburg is a one-of-one version. Inform me about that.
Paul Potratz: To me, these automobiles are extra than simply automobiles—they’re heirlooms. You’re a brief proprietor, and sooner or later, when the subsequent 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 conjures up.
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 rules. You’ve constructed a model that feels private, luxurious, and stuffed 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 stylish—it’s about creating one thing that can stand the check of time. One thing individuals can join with on a deeper degree. And that’s what drives me every single 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 at the moment.
