A condition may develop where the shift feel of the automatic transmission becomes to firm or too soft. Revised software for the EGS (Transmission control module) is available which can correct this issue.Google+
Car Problem Reports
BMW 328i Firm or Soft Shifting of the Automatic Transmission
BMW 328i Problem
Average Mileage: 45,000 mi (35,000 mi - 60,000 mi)
Visitor, 2008 BMW 328i, 40,000 mi
Car starting to feel a little loose and transmission wanting to be kind of lazy. Compensating by using sport mode in an attempt to condition the car to shift tighter. May take in for service and alert dealership soon.
Visitor, 2007 BMW 328i, 60,000 mi
odd automatic transmission performance, sometime "hyper" sometimes too lax
Visitor, 2007 BMW 328i, 35,000 mi
I have experienced the same problem. Glad to know the solution.