Google's self-driving vehicle program will become its own company unit under the Alphabet re-organization program. They will get their own CEO and will be assigned its 'own' letter, maybe X. As a car maker, it will compete with existing car companies as they offer and add their own auto-pilot features. One of the speculated business strategy is that the company will use their huge corporate mapping, traffic and consumer data with their new artificial intelligence, robotics, and autonomous technologies to its next logical step, as a ride-hailing service. With rival Uber billions, it may still be a vendor/partner.
Google to Make Driverless Cars an Alphabet Company in 2016 - Bloomberg Business