That was my thinking as well, that the direction of the change should match the g-forces of acceleration and braking ie changing up should be a movement towards the back of the car, and changing down should be forwards. The standard across many manufacturers seems to be gear up/forwards, and gear down/backwards though.
This issue actually came up on a recent ep of Top Gear. Jeremy was reviewing a new BMW where they've actually flipped the configuration, and he commented that the BMW boffins had lost their marbles for switching it...
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