Utilitarian: minimize negative publicity for the car maker.
The US is a litigious society. I suspect that minimizing damage from wrongful-death lawsuits will be more important than minimizing negative publicity.
In fact, I don't think self-driving cars can become widespread until the "in any accident, sue the deep-pocketed manufacturer" problem gets resolved, likely by an act of Congress limiting the liability.
The US is a litigious society.
Well, maybe not. http://www.theguardian.com/commentisfree/2013/oct/24/america-litigious-society-myth
When a collision is unavoidable, should a self-driving car try to maximize the survival chances of its occupants, or of all people involved?
http://www.wired.com/2014/05/the-robot-car-of-tomorrow-might-just-be-programmed-to-hit-you/