I can see the case for doing their own edge hardware for the cars (barely), but I really don't think doing training hardware will pay off for them. If they're serious about it, they should spin it out as a separate business to spread the development cost over a larger customer base.
Also, I'm really curious whether the custom hardware in the cars is benefiting them at all yet. Every feature they've released so far works fine on the previous generation hardware with 1/10 the compute power. At some point won't they need to start training radically larger networks to take advantage of all that untapped compute power?