The question isn’t so much should they, but how they should go about it?
Because of the relentless speed at which the consumer electronics world releases devices and services, drivers are expecting the same level of innovation in their cars. The fundamental hardware - powertrains, brakes, steering, etc. - is set in stone years in advance, so there’s only so much automakers can do update those systems. But on the software front, whether it’s powertrain or infotainment, automakers have to be willing to push things out, see how they’re adopted and used, and then tweak things accordingly. But that tactic can only be implemented if consumers are willing to endure growing pains and regulators can accept that non-critical systems have to evolve organically in order to innovate.