Firstly, it's apparent that the current legal framework privileges corporations over individuals with respect to moral hazard. So I'm going to stick my neck out and predict that there's going to be a lot of lobbying money spent to ensure that this situation continues ... and that in the radiant Randian libertarian future, all self-driving cars will be owned by limited liability shell companies. Their "owners" will merely lease their services, and thus evade liability for any crash when they're not directly operating the controls. Indeed, the cars will probably sue any puny meatsack who has the temerity to vandalize their paint job with a gout of arterial blood, or traumatize their customers by screaming and crunching under their wheels.
Sadly, I think the reasoning on liability for failures of autonomous vehicles will be driven by law and corporate risk avoidance and not on moral or ethics.