The correct strategy for infotainment is to own their tech and keep it simple.
they don't own nothing. their infotainment tech is in many cases delivered by smaller, less known players. there are a few true innovators though, like BMW was with its dial thingie in the early 2000s.
but the rest of the players just do "skins". it's not their core business. and by this, they are held hostage by their current parter - which means no way they can efficiently backport features between 2 different platforms.
now don't get me wrong: a car must be usable as it is, without any smartphone in sight. but at the end, it's almost the same data and messages that travel through the CAN bus. since this is more like a LEGO: a few OEMs build ECUs, a few other build climate controllers, etc.
the big threat to these companies is the inability to distinguish themselves from the others. look, if you can get the same user experience from a premium car that you get on a higher mid-tier car, you might just choose the lower priced one. or if you can get the same look and feel in brand A that you get in brand B, they both have more competition. you can get premium infotainment features (that are way better than the built-in ones by default) on non-premium vehicles - and this will make the automakers struggle with their current upselling strategy.
let's be fair, for an everyday Joe who drives shorter distances there's not much to see other than the dash in front of them (unless they're into that specific brand) or the infotainment screen. everything is basically the less visually catching.