Pull your JSON out of the data attribute to a variable, edit the variable, and re-set the attribute with your the updated variable.
Something like this should work:
<div id="car" data-details='{ "color":"blue", "price":2000 }'></div>
// Pull the info from the data-details attribute into a variable called 'details'
var details = JSON.parse($('#car').attr('data-details'));
// Change the price property in our variable
details.price = 5000;
// Write the variable version of details back to the data-details
// attribute on the DOM element
$('#car').attr('data-details', JSON.stringify(details));
$("html").append($("#car").attr("data-details"));
An updated version of your fiddle: http://jsfiddle.net/mLuz9/3/