NFS Heat change standard controls

Unlike other players I use E-D-S-F for navigation/driving (you don't have to change your fingers position between typing and gaming) instead of W-S-A-D. When I try to reassign W with E, game says E is a standard control and it can't be changed. I want to change the standard control E to R. If it can't be done then let me know, I shall return the game.