making anything special is probably just going to make things more difficult - the cars have to be able to drive anywhere, regardless of whether the road has the correct markings or not.
The cars do have to be able to drive anywhere, but that doesn't mean we cannot improve quality of service in other areas. Suppose we can build roads where self driving cars can safely travel 100mph+ due to special infrastructure - I do see that as a big benefit.
see:
http://www.melbourne.vic.gov.au/ParkingTransportandRoads/Par...
http://www.tamworth.nsw.gov.au/Images/UserUploadedImages/144...
I think, however, that such a scheme should be based on single point of truth, ie. no QR-codes: The signage that a human can read should be the same that the computer can read.
For example, emergency vehicles could be broadcasting their presence and speed.
Schoolbuses could be doing the same and also broadcast when they are letting children out. same with the blinking light on school zone signs.
http://en.wikipedia.org/wiki/Traffic_signal_preemption#Line-...
What you're looking for is something similar to ADS-B in aircraft, hopefully designed properly this time with encryption and authentication.