If driving becomes a feature of the car itself and that feature fails in a way that causes and accident, there's no other answer. Maybe they'll find some kind of loophole where the self-driving feature is only covered for X years under a warranty? I don't think it would be too far-fetched for them to argue that the sensors for automated driving can deteriorate over time, at which point the consumer's insurer would become responsible for damages caused by any failure.
That being said, it might be in our best interest (or Google's?) to shoulder some of the liability if this issue would otherwise be a major hurdle preventing the adoption of self-driving technology by automakers.