MapQuest GM goes where his app says: Lake Ontario

When Doug Berger, MapQuest’s general manager, awoke in Toronto on Thursday morning, the Texan conference attendee knew he couldn’t leave without visiting one particular place. Lake Ontario was crucial for Berger, as it had made his company the talk of tech enthusiasts and beyond last month. Unlike many rivals, MapQuest had rejected former U.S. President Donald Trump’s plan to rename the lake to Lake America.

Berger, a Texan visiting Toronto for a conference, made a beeline southward from his hotel, passing by the site where Captain John’s restaurant once docked. The lake he arrived at was the one that had thrust MapQuest into the spotlight. MapQuest had previously faced a similar situation in January when Trump renounced the Gulf of Mexico’s name in favor of Gulf of America.

The company stuck with the original moniker, reasoning it was essential for user familiarity and the integrity of its navigation products. When Trump signed an executive order renaming Lake Ontario to Lake America, MapQuest posted a map within minutes declaring they wouldn’t change the name. Google and Apple followed suit, using "Lake America" for U.S. users but retaining "Lake Ontario" for Canadian users.

Berger, confident MapQuest would be the outlier, insisted they use "Lake Ontario" worldwide. The company’s decision proved successful, with three million new app downloads since the executive order, including many Canadians. MapQuest’s newfound popularity led them to sell merchandise such as "We’re not changing it" mugs, sweaters, and T-shirts.

However, the team was mindful not to let the moment pass. MapQuest was once a dominant force in navigation services, but the rise of smartphones, GPS technology, and competitors has diminished its prominence. Although many younger people may not recall MapQuest, Berger emphasized that anyone over 30 could likely remember the printouts provided by the app.

Still, the company delivers directions through its app, with no need for printouts. Since the Lake Ontario renaming, MapQuest has received feedback from users, prompting the addition of local transit options and support for Android Auto. Berger appreciated the interest in MapQuest’s daily discussions about geography, stating, “Isn’t it fun we are talking about geography?”