What's becoming clear is that the self-driving car industry will be the car industry. Autonomous driving equipment may come from suppliers, but they'll just be suppliers to the automakers. That's not a great place to be; the margins are low and suppliers are totally under the thumb of the automakers.
Volvo, which will deploy 100 self driving cars with actual customers in Gothenberg, Sweden in 2017, is way ahead on the user interface.[2] Volvo takes the firm position that, in autonomous mode, the driver is not required to pay attention at all, and if something goes wrong, it's Volvo's problem. They have redundant sensors, actuators, and computers.
Volvo is also way ahead on ads for self-driving.[3]
[1] http://www.volvocars.com/intl/about/our-innovation-brands/in...