If a self-driving car crashes, who is liable for damages?

So, self driving cars (like the google one). As both the manufacturer, software developer and owner, if the google car crashes, google pays. However, if they were put into widespread use, who would pay if they crashed (either as a technical glitch, or for whatever other reason)?

Would servicing be mandatory every few years? If the vehicle was not serviced, would it become the owners fault in the event of a crash? Would it be the owners fault anyway, because hell, the USA just likes companies better than people and the rest of the world follows their lead?

What other problems are there in rolling out widespread use of self-driving cars?