Vehicles that don't prioritise the occupants are not going to sell well versus ones that do. It's very hard to imagine that the default could be anything but "protect occupants" in a free market where cars are privately owned. Fleet operators have slightly different incentives, which are to minimise
economic damage to the service, a combination of liability/damages and PR.
To make anything else happen, you'd need to regulate. But the "self driving altruism act", which mandates that e.g. the car you just bought must kill your family in order to save pedestrians you don't know - I think it might be really difficult to get that law passed. You might be able to make some headway with fleets.
IMHO markets, human nature and politics constrain the solution space for "self driving moral dilemmas" to a small subset of what's theoretically possible.