Look At It.
Before we tell you anything about this chair, look at it.
That color isn't an accident.
Fiona Red.
Created for the interior of a BMW G80 M3, it was never intended to be subtle.
Neither is this.
The AutoStuhl M3 Fiona Edition begins with an authentic BMW G80 M3 front Comfort Seat finished in spectacular Fiona Red.
The original seats came from an approximately 20,000-mile M3 and are in exceptional condition, with no reported tears, scuffs or damage.
Then we do something BMW never intended.
We take it out of the M3.
And build an AutoStuhl around it.
M.
One Letter Has Been Enough For Decades.
You don't need an explanation if you're a BMW person.
The M3 has spent decades establishing itself as one of the defining performance sedans.
Fast enough for a racetrack.
Civilized enough for Monday morning.
And in G80 form, considerably less interested in being anonymous.
BMW introduced this generation with its twin-turbocharged 3.0-liter S58 straight-six producing 473 horsepower in the standard M3 and 503 horsepower in the original Competition.
Serious performance.
In a four-door automobile you could comfortably drive every day.
That dual personality is exactly what makes these seats so interesting.
Performance without punishment.
And that's exactly what we wanted to preserve.
Have You Ever Had A Sore Butt After Sitting On An Airplane Too Long?
This Is The Opposite Of That Experience.
There are automotive seats designed primarily to look dramatic.
There are racing seats designed primarily to hold you in place.
And then there are performance seats designed around the inconvenient reality that sometimes you actually want to remain sitting in them for hours.
That's what attracted us to the G80 M3 Comfort Seat.
It's serious enough to belong in an M3.
Yet comfortable enough to live with every day.
Which raises an interesting question.
Why should that experience end when you arrive at the office?
BMW Built The Seat.
AutoStuhl Builds Everything Else.
We could have taken this extraordinary seat and bolted it to a generic imported office-chair base.
It would have been easy.
It would have been inexpensive.
And it would have completely missed the point.
AutoStuhl starts underneath.
We engineer and fabricate a substantial steel foundation specifically for the demands of automotive seating.
Heavy-duty casters.
Structural steel.
Purpose-built mounting.
Hand finishing.
Careful assembly.
No commodity $5 office-chair foundation pretending to belong underneath thousands of dollars of automotive engineering.
Because we believe something very simple:
The foundation should deserve the seat.
FIONA RED.
There are colors.
And there are decisions.
Fiona Red is a decision.
Against the typically restrained colors of an executive office, it becomes extraordinary.
Black desk.
Walnut.
Stone.
Steel.
Glass.
Concrete.
Then this.
A flash of deep red leather from one of BMW M's most recognizable modern automobiles.
It doesn't disappear into the room.
It changes the room.
And that's exactly what an AutoStuhl is supposed to do.
Some Objects Deserve An Introduction.
Someone enters your office.
They notice it.
That's inevitable.
Then comes the second look.
And eventually:
“Wait. Is that an M3 seat?”
Yes.
Authentic G80 M3.
Fiona Red.
And there are two AutoStuhl Fiona Editions from this matching original set.
That's when a chair becomes something more interesting.
It becomes a story you get to tell.
We believe the best objects do that.
They don't merely occupy a room.
They start conversations in it.
WORK IN IT.
DON'T PUT IT BEHIND GLASS.
This isn't an automotive artifact we're asking you to admire from six feet away.
Use it.
Put it behind your desk.
Take your morning meeting in it.
Read in it.
Think in it.
Spend eight hours in it if that's what the day requires.
Place it in your home office.
Your study.
Your boardroom.
Your automotive gallery.
Your garage.
Or beside your own M car.
This is functional automotive art.
The functional part matters.
THE CONTROLS STILL MATTER.
An automotive seat isn't simply a beautifully upholstered shell.
It's an engineered system designed to allow the person sitting in it to find the position that works for them.
Where technically practical in the finished commission, AutoStuhl integrates the seat's applicable powered comfort adjustments into its independent power system so that the chair retains the adjustability that made the original automotive seat special.
Because we aren't interested merely in making an M3 seat look like an office chair.
We want it to behave like the extraordinary seat it already was.
Final enabled functions are documented for each completed commission.
ONE OF TWO.
MADE ONE OF ONE.
There are two seats from this matching set.
That doesn't mean there have to be two identical AutoStuhls.
This is where your chair becomes yours.
Every Fiona Edition can be commissioned with bespoke AutoStuhl Signature Panels, precision laser-cut from stainless steel specifically for its owner.
Your company logo.
Your family crest.
Your initials.
Your racing number.
A favorite verse.
A personal motto.
A meaningful date.
Your signature.
A silhouette of your automobile.
Your company's founding year.
An accomplishment.
Or something whose significance nobody understands except you.
Perhaps you're commissioning it for the business you built.
Perhaps it's a retirement gift.
Perhaps it's for the person who finally bought the M3 they talked about for twenty years.
Perhaps you simply want your initials on something nobody else owns.
That's the point.
We don't personalize it to make it more expensive.
We personalize it to make it yours.
YOUR M3.
YOUR AUTOSTUHL.
If you already own a G80 M3, we can take the idea further.
Your Signature Panels could reference your automobile.
Its silhouette.
Its year.
Its chassis number.
Its specification.
A significant date.
Your racing number.
Your favorite road.
Or simply the understated M-inspired geometry that only another enthusiast will recognize.
The seat may have begun in another M3.
The finished AutoStuhl can tell the story of yours.
TWO SEATS.
ONE ORIGINAL SET.
These two Fiona Red seats began together.
They can stay together.
Commission one for your office.
Or commission both.
One behind the desk.
One opposite it.
One at the office and one at home.
His and hers.
Two partners.
Two founders.
Two offices.
Or keep the matching set together simply because separating them feels wrong.
Once one is commissioned individually, that opportunity disappears.
There will still be another Fiona Edition.
There will no longer be a matching pair available.
01 / 02
Each Fiona Edition receives its individual AutoStuhl commission number.
01 of 02
02 of 02
That's it.
We're not manufacturing Fiona Red upholstery.
We're not ordering replica shells.
We're not creating an unlimited production run.
These AutoStuhls begin with these authentic seats.
When both are commissioned, this particular edition is complete.
CERTIFICATE OF PROVENANCE
Each AutoStuhl M3 Fiona Edition is accompanied by its own AutoStuhl Certificate of Provenance.
It documents the beginning of the chair's second life.
Original automotive seat.
AutoStuhl commission number.
Completion date.
Selected configuration.
Materials.
Finish.
Signature Panel artwork.
Original commission.
We don't see this as paperwork.
We see it as the first page in the object's history.
Because if something is built to remain interesting decades from now, someone should be able to discover exactly where it began.
Built For The Person Who Wants It Noticed.
There are exceptional office chairs designed to disappear into beautiful architecture.
This isn't one of them.
An AutoStuhl is for someone who enjoys the moment when a client stops halfway through a conversation and asks about the chair.
Someone who enjoys explaining how it was made.
Someone who notices engineering.
Materials.
Craftsmanship.
Cars.
Details.
And someone who takes a certain amount of pleasure from owning something their guest hasn't seen before.
Fiona Red certainly helps.
The Executive Gift Nobody Else Thought Of.
What do you buy for someone who already buys what they want?
Another watch?
Another bottle?
Another pen?
Another piece of generic executive merchandise with their initials engraved into it?
Or something they didn't know existed?
An authentic Fiona Red BMW G80 M3 seat transformed into a handcrafted AutoStuhl and personalized around their company, family, automobile or accomplishment is difficult to confuse with anything else they've received.
It isn't simply a gift.
There's a story attached before they even sit down.
HOME.
OFFICE.
GARAGE.
BOARDROOM.
We don't particularly care where you put it.
We care that when you walk into the room, you're glad it's there.
Behind a substantial executive desk, Fiona Red becomes a focal point.
Inside a minimalist home office, it becomes sculpture.
Beside an M3, it becomes part of the collection.
In a boardroom, it becomes the seat everybody secretly wants.
That's the advantage of an object that wasn't designed to disappear.
