Helderburg Redefines the Luxury Restomod Market with Bespoke Land Rover Defenders

By Robert White, Editor-In-Chief

Helderburg is not just a name; it is a statement of luxury, craftsmanship, and exclusivity in the world of restored and modified Land Rover Defenders. Founded by Paul Potratz in 2019, Helderburg has taken the restomod industry by storm, creating some of the most meticulously designed, high-performance Defenders on the planet—often with price tags exceeding $400,000. Based on a sprawling 300-acre farm in Upstate New York, Helderburg has transformed from a passion project into a market leader, setting the standard for high-end Defender restorations.

For Potratz, Helderburg was never just about building vehicles; it was about crafting experiences. His journey began in his father’s repair shop, where he spent his youth working on cars. “I hated every moment of it,” Potratz admitted, “but later realized I actually loved it.” After a successful career in corporate consulting, where he worked with clients like Toyota, Lexus, and even the Danish government, he found himself unfulfilled. The shift to Helderburg wasn’t part of a master plan—it was the result of organic growth. “I didn’t set out to start this company. It was just my hobby,” he explained. “I built Defenders for myself, and when I posted them on social media, people started asking to buy them.”

That organic approach remains central to Helderburg’s success. Every Helderburg Defender is a bespoke creation, crafted to the owner’s exact specifications. From the finest Scottish leather and German wool interiors to a proprietary braking system and custom billet aluminum accents, no detail is overlooked. Each vehicle is given a name—never just a model number—further solidifying its identity as a one-of-a-kind masterpiece. “We don’t build the same vehicle twice,” Potratz stated. “Even if a client loves a previous build, we make subtle changes to ensure every Helderburg is unique.”

The company’s attention to detail and commitment to quality have positioned it as one of the largest Defender restoration firms in the world. “When we started in 2019, no one knew who we were. Now, we’re either the number one or number two largest custom Defender builder globally,” Potratz revealed. Helderburg sources its base vehicles from across Europe, ensuring that each one retains its original left-hand-drive configuration—an increasingly rare find. “A lot of builders convert right-hand-drive Defenders, but we only use originals,” he noted. “We buy from Italy, Germany, France, and Poland. Sometimes, we’ll get calls from dealerships or even businesses with entire fleets of vintage Land Rovers.”

Beyond luxury and exclusivity, Helderburg is now stepping into an entirely new realm—security. Responding to client demand, the company recently began development on a bulletproof Defender, incorporating features such as run-flat tires, armored plating, electrified door handles, and even a smoke screen for evasive maneuvers. “I kept getting asked if our Defenders were bulletproof,” Potratz said. “Eventually, I thought, why not build one? Now we’re making a fully armored Helderburg that looks completely normal on the outside but offers presidential-level protection.”

Despite its rapid growth and global recognition, Helderburg remains deeply personal to Potratz. His connection to Land Rovers is rooted in his childhood and memories of his father. “My dad was the coolest guy ever. He loved Land Rovers, and we spent a lot of time together in them,” he reflected. “Now, when I get into a Defender, it just gives me a sense of adventure and reminds me of him.”

For those who appreciate the artistry and engineering of a true luxury restomod, Helderburg stands in a league of its own. These aren’t just vehicles; they are expressions of identity, craftsmanship, and timeless British automotive heritage.