Since car makers are finding it increasingly hard to differentiate their products this is at least plausible. Or, perhaps they each understand that overall sales will fall, but calculate that they'll be hit less hard than their peers if they have a self-driving offering and the others don't. In any case, I won't be holding my breath. I suspect that Google's suggestion that autonomous vehicles will be commercial by 2020 is too early, particularly since it seems that even making secure keyless entry and ignition systems is a bit challenging.
It's interesting that despite all we hear about connected cars being 'smartphones on wheels', JLR had to arrange a physical recall for 65,000 cars to fix this problem. Over-the-air updates for vehicle software are a great idea, but still a work in progress. Though come to think of it, if even the keyless entry systems aren't secure enough, maybe that's just as well.
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