What Intel is offering, on the other hand, is a way for automakers to develop their own infotainment systems, which is a terrible idea. No automaker has done so well, and some of those who've tried have seriously damaged their reputation (cf. MyFord Touch and Sync).
The only place Intel might stand a decent chance is in managing "under the hood" systems -- that is, radar and cameras and other sensors that keep self-driving cars safe. Based on the demo video above, it doesn't seem as if Intel is interested in that more limited role, but the company may not have much choice.