It’s like cars that support onstar or services like that. The car has to have support for it, but I don’t expect having support to be a luxury service. The reason to do this over mounting your phone is that the UI is designed for the car. Things that you actually use in the car are up front. Interaction is also intended to be hands free as much as you’re willing to use voice commands. I don’t really see this as a big selling point for the cars, but if the car I as buying had it, I’d be happy with it.