Why "win"? There's no moat. I suppose there will be patents, but those expire or can be worked around.
More likely is that whoever gets there first will make all the mistakes that others can learn from. Every major car company has a self-drive effort now. Apparently Tesla, GM, Ford, and BMW are pretty far along. Lyft has a few partnerships here. It's only a matter of time before most cars drive themselves to some degree.
self driving hardware+software is much more complex than just writing some software... a non player can't trivially get into the game just because someone else have higher advancement
No mass produced self driving appliances that any dumb human can use improperly. The industry won't take that chance of a poor impression and destroy public's confidence all together.
In urban/high density locations, a ride hail company leveraging driverless vehicles can make a killing.