We already have self driving that works and it's called a train. Instead of dumping money into self driving we should improve infrastructure and motivate more people to take trains.
If you build a train that does what I need without requiring copious amounts of my spare time, I might take it. If you don't then your only "motivation" boils down to "reducing options until the train is all that is left."
People need infrastructure that meets their demands. If it works, they'll be plenty motivated.