Robust? yes. Adaptive? yes. Complex? not really. Computer vision, road/object/hazard detection and avoidance and the like much much harder problems to solve.
What gave you that impression?
What do you define as a non-traditional company?
While I believe there's room for other companies to develop self-driving navigation systems, I think the Android example is pretty apt.
It's interesting to think about when self-driving cars will actually be in stores. By then, all navigation systems will meet strict safety guidelines and some standardised tests.
If all self-drivers are equally safe, the AI's driving style will become a differentiating factor. It seems to me like Google has an advantage in this type of development, although the future can certainly prove me wrong.