The human does it out of self preservation, but the car doesn't need to feel too preserve itself.
By getting the in the car, the passengers should be aware of the risks and that if there is an accident, the car will protect pedestrians over the occupants. The pedestrians had no choice but the passengers have a choice of not getting in the vehicle.
I feel like car manufacturers are going to favour protecting the passengers as a safety feature, and then governments will eventually legislate it to go the other way after a series of high profile deaths of child pedestrians.