Who is Next ! AndroidAuto (android)? IAuto(apple)? AutoOne(microsoft)?
It will change the control direction of your media, instead of let your car to read/access to your phone, your phone will access your car!
In the new system all multimedia and I/O devices (not driving related) in your car will be shared on a simple network (LAN or USB) that is controllable by mobile phone OS !
Also you can add plugins to your car network (like extra camera, GPS, Usb Storage)
The car can still have it's own control for devices , but when you connect your phone to your car network, the phone will take control of all IO devices (a/c, lcd, gps ,gauges ,speaker,mic,console buttons ) ; if your car is not recognized by the phone, you can easily go and download interface plugin of your car (for your phone os) ;
Then the car company and user should not be worry about multimedia software upgrade, it will be done automatic by upgrading your phone software.