This as-told-to essay is based on a conversation with Paul Potratz, founder of Helderburg and author of “A Gentleman’s Guide to an Intentional Life.” It has been edited for length and clarity.
Growing up, my dad was a mechanic. I liked spending time with him, but I didn’t enjoy being in the shop. I didn’t want to get dirty. I always dressed nicely and dreamed of becoming a fashion designer. Later, that’s how I hooked my wife: I made her clothes.
Despite our differences, my dad and I were extremely close. We loved to go on adventures together, spending time driving or hiking. We both adored everything British, especially British cars. My dad had a friend who was a Brit, and I was fascinated with everything about him, from the way he dressed and spoke to the Land Rover he drove.
My dad died in his 50s from congenital heart disease. When that happened, I realized I wanted to be an entrepreneur like him, not work for someone else. I founded a consulting firm and developed software. I had enough income to enjoy some wonderful adventures in luxury British Cars, and I started posting about them on social media under the name Helderburg to keep them private from my employees and customers at the consulting firm.
At first, I only customized for my own vehicles
During the pandemic, I had a health scare. Like my dad’s death, it made me question what I was doing. For a long time, I had been the first one into the office and the last one out, like my dad taught me. As long as my calendar was full, I felt like I was doing something worthwhile. But that’s not the life I want anymore, so I sold my businesses.
I started doing road trips and posting about them on social media. People were fascinated by how I had customized my trucks and began reaching out. Even if we had never met, I was crossing paths with people with similar interests and forming friendships. Then, people began asking if they could order a truck. That was the start of Helderburg as a business.
I’m working on a build inspired by a James Bond villain
Today I’ve done about 200 customized builds of vintage Land Rover Defenders. My Defender pricing starts at about $339,000, but some builds cost more than $600,000. Typically, it takes about a year to deliver a truck to the customer, but some have taken up to three years.
While we start with a vintage Land Rover, almost everything we put on the truck is custom. I even ask my customers for their measurements and weight, so that the seats, steering wheel, and gear shifter can all be customized to them.
Recently, a customer gave me a fun directive: “Make me a car the villain in a James Bond movie would drive.” I love that sort of approach that gives me so much creative freedom.
Now, we’re talking about features like electrified door handles that could shock anyone trying to get into the car uninvited, and a tack thrower to stop anyone in pursuit. I’m trying to talk him out of that last one, though — I just don’t think he’d use it.
I love playing with colors and creating connections
When customers reach out, my team does an initial screening, asking about what they’re looking for and why they want the truck. I decline the project if they talk about having it just as a status symbol or if they’re focused on performance and speed; we spend enough time hurtling down the highway of life.
I say yes to customers who are focused on making connections. One man had terminal cancer. We were able to rush his order, and he enjoyed driving with his wife for eight months before he died. His family will treasure those memories forever.
I get excited to work with customers who are open to interesting color and design, like this green and saddle-brown two-tone interior. It gets back to my childhood dream of being a fashion designer.
The brand is about slowing down and enjoying life
I spend so much time working with customers that by the time they fly out to pick up their Helderburg, they’re friends. They often stay at my home, where we go on trail rides together and prepare meals.
I’m 57, so people ask when I’m going to retire. But this is how I want to spend my time. I’m savoring this life, building cars and relationships.
The brand is about so much more than the nuts and bolts of a truck: it’s about having long conversations about what makes you happy, or driving out into nature with just your camera and your dog. It’s about slowing down and enjoying life — the truck is just the mascot.
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