According to their FAQ, those neon cables run off of a high voltage AC driver. Although I don't see this pictured at their web site, I assume it is some sort of a power converter module, like a "box" of some kind.

In order for the rope stuff to illuminate the buttons in your car, this "box" would need to be integrated into the interior of the empeg unit itself, and somehow this sounds to me like a bad idea all around. RF noise issues, thermal issues, magnetic field issues, etc.