OK, so here's the missing step in the owner's manual - after shutting off the ignition, you also need to shut off the electronics. Won't work with ignition off but electronics on. Thanks.
Mine E85 ///M Roadster, Black Sapphire on Black/Aluminum/Prem/Hot Seats/Nav/Clear Windblocker "Kompromisslos Aufregend"
Hers F30 335i Sedan, Modern Line, Jet Black on Oyster, Technology Pkg, Parking Pkg, Premium Pkg, Heated Seats