I think OP defines non-traditional in this instance as software companies. While I believe there's room for other companies to develop self-driving navigation

I think OP defines non-traditional in this instance as software companies. While I believe there's room for other companies to develop self-driving navigation systems, I think the Android example is pretty apt. It's interesting to think about when self-driving cars will actually be in stores. By then, all navigation systems will meet strict safety guidelines and some standardised tests. If all self-drivers are equally safe, the AI's driving style will become a differentiating factor. It seems to me like Google has an advantage in this type of development, although the future can certainly prove me wrong.