Manufacturers don't seem to have adopted a standard shift direction for manually changing auto boxes. In a BMW you pull back to change up, push forward to change down. It's opposite way round on a VW.
The former is the way it was developed on race and rally cars when sequential boxes first appeared. It means your not fighting against the front and rear G forces when shifting. ie accelerating hard, getting pushed into your seat, you pull the shifter back in same direction. Under braking your pushing forward to change down as your getting shoved into your harness straps.
Not that there's much pushing and shoving going on in my T6 nowadays but the principles still the same.