Sony makes phones?
They can get game publishers to include their car. If people enjoy playing it in-game, they may want to buy it.
Not everyone who plays games is a kid.
I know that some silly people would buy anything with an Apple logo, so I wouldn't be surprised if the first fully-autonomous car was an iCar--specifically designed for taking selfies and recording vlogs while it drives you safer than you would (at least while playing on your iPhone).
When I wanted a larger monitor and realized that I could get a Samsung 43" 4k television for the same price as other brands I immediately bought one and am quite happy with it. We also have a Samsung refrigerator and washer and dryer, although I did not buy that.
As long as the car is better than the phone, brand loyalty may lead to car sales.