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The BMW multifunctional car key will record the radio settings, seat and mirror modifications of each person who uses it. This way, if a BMW is used by more persons, they can each have their own BMW multifunctional car key and the car will recognize their preferences.
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Uhm.... Power Seats with driver memory is what we call that already today ;-)
Not to forget the Address book and Navigation destination and the lovely 6 soft touch buttons and the steering wheel and and and....