First, Bennifer, then TomKat, now the latest high-profile pairing is ToyoTom. The two have jumped into bed together to create a Yaris pre-specced with its own TomTom sat nav.
In a perfect partnership, Toyota's provided the cubby hole in the dash, plus connections to the car speakers and battery, while TomTom has provided the sat nav unit.
And because it's removable, it's both cheaper than the usual built-in options and fully upgradeable – just bin the obsolete one and slip in the newest model.