Solid Snake is on the right track.

1. Slide the ashtray out as though you were going to snuff out a butt.
2. Slide the ashtray insert out.
3. Now look down at the back of the ashtray module and you'll see 2 screws. Remove them. Be careful they are easy to drop into the console where you'll never find them.
4. The ashtray module will now slide out in its entirety. You can unplug the power connection and light bulb or just let it dangle.
5. Get your fingernails under the front edge of the coin tray and pull it up and out. There are little tabs at the back edge that slide into slots in the shifter surround to hold the surround in position.
6. Now slide the shifter surround straight forward. Once it's far enough forward the tabs at the back and middle will come free and you can lift it straight up. There's not a lot of slack in the wiring, but with some wiggling and squiggling you be able to disconnect all the wires. The the surround just lifts out.

It's actually easier to do than it is to explain. Once you've done it, you'll be an expert. Good luck!

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2000 Mercedes S500
1990 Mercedes 560SEL
1970 Triumph Spitfire