The first time I met Guy Gregory was at a car meet hosted at my studio. Among the usual roar of engines and conversations, there was something grounding about the way he carried himself, calm, composed, observant. Then I found out what he did: he restored and reimagined classic Land Rover Defenders, one at a time, with the care of a craftsman and the soul of a storyteller.
I was immediately hooked.
There are people who build things to sell, and there are people who build because they care too much not to. Guy is the second kind.
Over the past year, I’ve watched him pour every part of himself into a project known simply as Carlos, a bespoke Defender that took endless iterations, problem-solving, and personal sacrifices to bring to life. From the outside, it’s just another beautiful vintage truck. But if you’ve been close enough to the process, you know it’s more than that. It’s the result of showing up daily, obsessing over details most people would never notice, and having the humility to build each vehicle as if it were the first.
A Passion That Never Left
Guy’s love for Defenders runs deep.
“I learned to drive in a Spanish Defender at 10 years old. I’ve loved them ever since.”
That early connection planted the seed. Years later, stuck in a fast-paced but unfulfilling corporate job in his mid-20s, he realized it was time to trade speed for meaning. He left that world behind to pursue a life closer to his hands, his instincts, and his curiosity.
“It was a time of many ‘ends of an era.’ That’s when I knew I needed to build something different.”
Building Like You Mean It
What makes GB Defenders special isn’t just the aesthetic, it’s the intent.
Each build is custom-crafted for a client, but seen through Guy’s own lens as a lifelong car enthusiast. He doesn’t just restore vehicles. He reimagines what a Defender can be for the person who will one day drive it.
“I try to see each car from our clients’ perspectives. I really do feel like each one is unique.”
Every project is approached with detail, empathy, and pride. And even with all the moving parts, the joy never wears off.
“It’s full-time. Day and night. Every day. And it’s wonderful.”
The Middle of the Ride
The path hasn’t been easy. Guy jokes that he’s had to undo the damage of a daily Tim Hortons Panini habit, but in truth, it’s the daily repetition that’s defined his work.
“It’s 9 to 12 months of daily showing up. It’s almost an obsession.”
That kind of obsession doesn’t show up on the surface. But it’s embedded in the frame of every vehicle that leaves his shop.
Still, he doesn’t view the middle of the journey as something to rush through.
“It’s thrilling. Brené Brown wrote Braving the Wilderness about exactly this. Car by car, I’m seeing that these visions actually have weight. It’s a privilege.”
The Plain Pillars
Impact First
“Positive energy goes a long way. We all make a difference—whether it’s changing a tire or just saying ‘good morning.’”
Identity is Earned
“The Defenders are a perfect example. They’re built through daily reps, not shortcuts. It’s almost obsessive.”
Small Bets, Big Ideas
In the early days, they built a prototype Defender that became their experimental platform—a place to fail, tweak, and grow.
“It’s always evolving and it taught us a lot. We learned by doing.”
Final Word
When asked what advice he’d give someone about to start their own thing, Guy keeps it grounded:
“Get to know the man in the mirror. That’s how you find what’s right for you.”
And maybe that’s what makes Guy’s builds feel so personal.
He’s not chasing mass production.
He’s crafting machines that carry people, and meaning, over time.
One Defender at a time.
One relationship at a time.
One detail at a time.
Follow Guy: @gregoryburkedefenders
Know someone building something quietly? Nominate them here →
