Sounds like it is aiming to be the car equivalent of the smart feature phone (see "The Hottest Phones for the Next Billion Users Aren’t Smartphones"[0]). Definitely think there could be a big market for this sort of thing in some countries.
Although more of a niche in the UK at least, we did have the G-Whiz[0] which cost less than this. Even though production was stopped in 2012, I used to see several regularly where I live until relatively recently.