I don't have an M5 but in other BMWs I've found the need to raise it a bit before deflating and to press into it with your back a bit while holding the button.
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2020 X3M non-comp, Alpine White over black : Exec Pkg, ventilated M Sport seats, 20"s
2020 M2 Comp, Sunset Orange/Blk: Orange stitching, DCT, exec pkg, bicolor rims
Gone '18 M550i, '16 X4 M40i, '15 M5, '13 X3 35i, '12 335is, '11 X5 50i, '09 Z4 35i, '08 550i, 06 X3, 06 650i, '02 M5, '99 540i
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