During the webinar, I asked the moderators to comment on Ford's partnership with TomTom for navigation versus the more obvious choice of Google (free updates of maps, POIs, etc) and asked about costs.
Especially when Google Maps is right there as an alternative.
Google Map is not free.A few years back I paid $200 per years to update the (poor) map in my Ford. As soon as Google, Apple and Waze began providing them for free, I discontinued paying for the updates.
Google offers Google Map for free directly to us on our phones and in our web browsers.
However, Google Map is quite expensive:
* if you are a website trying to show an integrated map on your website with custom markers (think the map on EA website) and have a non-trivial number of visitors.
* if you want to integrate Google Map into your product (think Ford)
* if you are a website or mobile app providing some sort of value-add service on top of maps (think websites like ABetterRoutePlanner) and have a non-trivial number of API calls per day.
By the way, none of the examples I gave above uses Google Maps. Those are just examples.
See link if you're interested in how much Google charges.