If you think of it from an old-school, consumer viewpoint, "connected cars" are a solution looking for a problem.

This seems unusual, since automakers will eagerly save <$5/unit to place a deadly Takata airbag or that faulty GM ignition switch in a car. Why spend $50 to give me some shitty functionality that I don't need?

So obviously these investments are being made to address some tangible problem -- and "let's make more money" is a problem that everyone has.