Active Ventilated Comfort seats option is the one I enjoy the most. I would never buy a BMW without this option again.

The active part is OK, but the ventilated feature makes a hugh difference on a hot day. As others have stated, the air flow is subtle, but is enough to keep you dry. It does not blow as hard as my wife's IS-350, but it does do the job well.

As far the the comfort adjustment features, there is not a better seat on the market IMO - except of course, the rear seat in a Maybach.

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Carpe Diem