Generally speaking, liability for a thing falls on the owner/operator. That person can sue the manufacturer to recover the damages if they want. At some point, I expect it to become somewhat routine for insurures to pay out, then sue the manufacturer to recover.
Ah, but could one not argue that the owner of the self-driving car is _not_ the operator, and it is the car, or perhaps Tesla, which operates it?
Or at some point subscribing to a service may be easier than owning the damn thing.