Google and Ford reportedly creating a new company to build self-driving cars

Looks to me like they are trying to use the Android strategy of a free OS to the competitors who could be wiped out by Apple/Tesla/Uber, since this deal is apparently non-exclusive.

I can see it now: Ford - the new Samsung.

Ford? Brand appeal is quite low.

Url changed from http://www.theverge.com/2015/12/21/10641600/ces-2016-google-..., which points to this.