There is still lumbar support, its just not adjustable.
Check out this thread someone started about this same thing:
http://www.f30post.com/forums/showthread.php?t=730787
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2013 335i F30 Melb Red Dakota Black/Red highlight
Sport Line, Driver Assistance, Driver Assistance Plus, Dynamic Handling, Premium Pkg, Tech Pkg, Sport Auto Trans, Active Cruise Control, Heated Front Seats, Auto High Beams, Parking Assistant, Harmon Kardon