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If they can remove the feature via an OTA update, why do you have to go into a service station to get the features back?

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Guessing its due to the features of the car being locked into some part of memory that can not be updated over the air and bringing it in will allow them to update it so future OTA updates will give the correct update.

Basically change the car's version from being a M3 SR to M3 SR+

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