Scientific and technological advances in telecommunications and onboard electronics, and advances in sustainability standards, dictated major changes to various industrial sectors, including the automotive industry, where hard and soft approaches to manufacturing are vying for market dominance. This work presents a prospective analysis of the autonomous vehicle (AV) market, analyzing three of the main US AV technology firms, Tesla, Waymo and Apple. Their designs and solutions are compared, and prospective scenarios were constructed based on an analysis of their strengths, weaknesses, opportunities and threats (SWOT). The results suggest that Tesla currently exhibits the greatest market leadership in the group studied. However, it was concluded that in the medium term, Waymo would surpass Tesla and assume market leadership. In the long run, it was concluded that Apple will overcome its rivals and dominate this market.