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 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 autos.
Sonia: Paul, some of the hanging 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 shoppers choosing these daring shades?
Paul Potratz: The shoppers actually play a job, however not in the way in which you’d assume. Shoppers usually say I’ve a telepathic reward relating to studying and figuring out what they honestly need, even earlier than they do. Many occasions, shoppers 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 needed however in some way at all times 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 in all probability the rationale you hardly ever 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 nearly 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 elements. It’s the cumulative impact of those small selections that creates one thing better than the sum of its elements. A Helderburg feels cohesive as a result of every part 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 method that elevates its character, not modifications it. It’s about honoring the Defender’s heritage whereas enhancing it with trendy luxurious. A Helderburg is a modernized Defender however executed in a method will probably be timeless.
Sonia: Do you utilize a software program program or create sketches to deliver your concepts to life?
Paul Potratz: No, I don’t work that method. I see photos, not phrases. Once I speak with a shopper, it’s as if I can visualize your entire construct as we speak. Shoppers 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 won’t 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 won’t have realized they needed however that actually represents who they’re.
Sonia: That’s such an intuitive course of. Have you ever ever had shoppers simply hand over the reins and ask you to design your entire automobile with out sharing any particulars?
Paul Potratz: Sure, many occasions. Some shoppers will inform me, “Paul, I belief you. Design it and don’t inform me something. I would like it to be a whole shock when it’s executed.” It’s an enormous accountability 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 autos; we’re creating one thing that displays the soul of the shopper.
Sonia: That’s unimaginable. It actually reveals how Helderburg is about extra than simply the automobile—it’s in regards to 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 aim. Each Defender we create is a mirrored image of the one who will personal it, and that’s what makes it particular.
Sonia: What impressed you to start out Helderburg within the first place? You have been already a Defender fanatic, however one thing should have sparked the need to create your personal model.
Paul Potratz: In 2019, I needed one other Traditional Defender, however I couldn’t discover anybody who may totally seize my imaginative and prescient. These iconic autos have been shedding their soul—The business was centered on horsepower and bolting on elements that detracted from the timeless magnificence. That’s after I thought, both I’m loopy or I’ve tapped into one thing that folks 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 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 need to use my private social media profiles as a result of I felt that utilizing my identify may confuse my shoppers in what I provided on the time.’
Initially, I by no means supposed 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 photos and movies of my canine, 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 couple of Defenders for associates has now expanded to constructing for attention-grabbing and galvanizing fans across the globe.
For me, Helderburg embodies a traditional, 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 magnificence of the current in a world that usually rushes by.
At its core, Helderburg celebrates individuality and the fantastic thing about finely crafted gadgets which might be each fascinating and uncommon, all with none pretense. It’s actually a mirrored image of my journey, and I hope it conjures up 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 the earth. It takes fifteen to twenty years of disciplined, repetitive work to achieve that degree of ability. There’s one thing nearly meditative in regards to 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 appears to be like—it’s about the way it feels whenever you drive it.
Paul Potratz: Precisely. It’s about emotion. When individuals drive a Helderburg, they really feel the eagerness behind it. Shoppers are at all times impressed by the craftsmanship, the paint perfection, and the journey. However what surprises them most is how we’ve modernized the Defender whereas conserving its iconic attraction. It’s the place traditional meets trendy, and we’re at all times pushing that stability.
Sonia: Helderburg has grown so shortly, 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 variety 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 centered on authenticity, steering away from fleeting developments in our advertising and marketing. 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 actually recognize the wonder round them.
Sonia: Your consideration to element is clearly what makes Helderburg so particular.
Paul Potratz: It’s about figuring out that each element, irrespective of how small, has my coronary heart in it. Helderburgs are unfold the world over, reminding people who life’s magnificence is usually discovered within the unnoticed moments. I need to encourage others to decelerate, recognize 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 autos are extra than simply automobiles—they’re heirlooms. You’re a short lived 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 ideas. You’ve constructed a model that feels private, luxurious, and filled with character. I’m positive your shoppers 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 may stand the take a look at of time. One thing individuals can join with on a deeper degree. And that’s what drives me on daily basis.
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.
