Embodiments are directed towards providing a system that provides an environment in which multiple user applications can be executed in the background of a vehicle head unit without direct interaction by a user of the head unit. A category-management application is configured to communicate with the user applications. The category-management application receives a request for content. The category-management application provides a request to one or more of the user applications to cause the user applications to execute as background processes to fulfill the request. The category-management application receives responses from the user applications. The category-management application selects and presents content associated with the fulfilled request to the user.