It's new research so you know it's controversial. The study was published in the journal or Artificial Intelligence and Law and you can read it here but short summary is: Ethical Knob decides who a driverless car prioritizes in case of an unavoidable accident.
There are three modes:
Altruistic mode: Preference for third parties
Impartial mode: equal importance given to passenger(s) and third parties
Egoistic mode: preference for passenger(s)
Which do you choose? Do you think everyone would choose the same as you? What makes you choose that mode?