Under the partnership, drivers will be able to connect to the free what3words app — on an iOS or Android device — to their vehicle via their SYNC 3 infotainment platform. Drivers can find the three-word address on website contact pages, guidebooks and business cards. Drivers can enter the addresses via voice or text input and receive directions through the vehicle’s navigation system.

The startup, founded in 2013, has divided the entire world into 57 trillion 3-by-3 meter squares and assigned three words to each one. Users of the what3words app, which is available in 26 languages, has been adopted by logistics, travel, automotive and humanitarian organizations because it provides exact locations anywhere in the world.

The system is used by Lonely Planet, which has rolled out three-word addresses for each of its listings, as well as Mercedes-Benz, ride-hailing app Cabify, the UN, Red Cross and TomTom.

The startup has also attracted an interesting mix of investors, most recently Sony’s venture capital arm. And last year, Daimler took a 10 percent stake in what3words, following an announcement in 2017 to integrate the addressing system into Mercedes’ new infotainment and navigation system — called the Mercedes-Benz User Experience, or MBUX. MBUX is now in the latest Mercedes A-Class and B-Class cars and Sprinter commercial vehicles.

“We are more mobile than ever before, but with that comes its challenges. The growing traction that what3words is gaining within the automobility industry is a testament to how we are improving journeys and customer experiences,” CEO and co-founder Chris Sheldrick said.

What3words will initially be available to Ford owners in the U.K. and Ireland, Germany, Spain, the U.S. and Mexico. More markets and languages will follow later in the year. The addressing system can be downloaded for free on iOS and Android.