I'm pretty sure that Ford outsources the maps to a 3rd party. So it's not really on Ford.
If you don't want to use google maps or waze, you can try Sygic. I use it in my other cars without nav, and overseas when I travel
I like it better than google maps, mostly because of it's offline map download, but I might be in the minority on that one.
That version allows you to plug into Sync 3 and control your phone from the screen. I couldn't get it to work with my car, but then again really didn't try hard. They have 4 map updates a year, a one-time traffic upgrade, and worldwide maps.