Features provided by in-car "infotainment" systems are increasingly becoming a leading purchasing decision for young car buyers. All major car manufacturers have elaborate plans for highly-advanced in-car infotainment systems that allow third-party developer participation. Similarly, media and entertainment companies consider connected cars a high-priority publishing channel for their content and applications. The glue to connect this highly distributed market is a new generation of APIs. Connected cars, and APIs that power content and apps in them, face significant, unique challenges. Intermittent connectivity of a moving object, high-latency, need for offline and online operation, scarcity of robust identity management solutions are some of the few challenges that developers in this space are facing. Drawing inspiration from the experience of building media apps for a number of car platforms, we will discuss current challenges and the significant opportunities for developers that decide to dedicate their efforts to advance connected cars space.