I know a little bit about this. It's not "self-driving" car per se. You know with current technology we can't have completely driver-less cars. But to get there we need a lot of data. Uber and Lyft saw all the rides on their systems and thought if we had a lot of sensors in cars and recored all of that we could have the winning factor for self driving cars which is data.
In order to record that data they need customized cars. They also need to own the car to own the data associated with it (this is my assumption).