Car manufacturers are aiming for consumer budget, i.e. are planing to sell these technologies to customers in foreseeable future, while google is building self driving car no matter the costs and is reaching space program-like budget. So there's also that to consider.
Car manufacturers are aiming wrong because of their old business model. Google is aiming at a taxi service, where expensive car costs are less critical, but being first to market(by quite a few years), reliable, having a large network and a good brand mean much more.
