The automotive industry has recently developed the embedded software standard AUTOSAR, which is now being introduced widely in production vehicles. The standard structures the application into reusable components that can be deployed in a specific vehicle using a configuration scheme. However, this configuration takes place at design time, with no provision for dynamically installing components to reconfigure the system. In this paper, we present the conceptual design of a dynamic component model that extends an AUTOSAR based control unit with the possibility to add plug-in components that execute on a virtual machine. This concept is intended to give benefits in terms of much shorter deployment time for new functions, even into vehicles that have already been produced. Further, it creates opportunities for vehicles to take part in federated embedded systems together with other products. It also opens up a market for third-party developers, and fosters open innovation in an ecosystem around the automotive software business.