It doesn’t have to last forever, it just has to last longer than the competitor.
If they raise the prices, does the market go away?
If they are able to outlast and go to self-driving cars, how profitable is that business when factoring in competition, possible regulation, or it even becoming a public utility?
Side note: big companies generally die because they don’t take a real threat seriously, and by the time they do, it’s too late.