Assuming this is a non-NAV car:
- Remove upper storage compartment. This can be a bit tricky but basically put all your fingers palms-up in the open compartment and pull towards you.
- Pop off shift boot(MT) shifter trim (AT) from console.
- Remove 2 screws in the lower corners of that opening. Remove. You'll have to unplug the window switch harnesses while doing this.
- There are now 4 screws holding in the frame you're looking to remove: 1 in each corner.
- The whole frame will now come out. There are several sets of wires; a pair for the cig lighter, one tiny connector for the ashtray light, and depending on your options, a couple of connectors for the button bar.
I don't see why you want to remove this just to swap out the ashtray, but it's not tough. I've done it enough times that I could probably get it out faster than it took to type this from memory.