I looked in the Bentley manual, and it appears you have to first open the ashtray and remove two screws to get that trim to move. Frankly, that area on your car is already kinda beat up; I'd probably just try to pry the top edge of the ashtray door out. The plastic does have some give.

 

Frankly, that area on your car is already kinda beat up

Thankfully, it's all surface dirt. It's the delights of parenthood. ;-)

 

if this is a b5.5

open center consle, pop out the tray with flat screwdriver and then you can move/push/pull the below components. for the ashtray, you'll beed to get it open from the back but the 12V plug, you will actually need to move it from the inside.

GL

 

I have a 03 with the same issue I tried getting at the ashtray from the inside of console and it seems as if there is plastic inside cover preventing me from actually getting at the ashtray?

 

For the new generation of owners like me: stuff a thin prying bar or a flathead screw driver VERTICALLY on the side of right bottom corner, then press hard on the ashtray cover itself in the same corner, repeat on the left. Both corners popped in for me. Wiggle screw driver a little if you have to to release side pressure, which is what helps it get back in right. Don't bother trying from top, it pops too far out on the bottom which makes it get stuck, so that's where you push.