Embodiments are directed towards providing a system that presents customized content to a user in an automobile based on the usage patterns of the automobile or its current occupant. Accessory data from the automobile is monitored to learn the automobile-usage patterns. The automobile-usage patterns are mapped to a plurality of content items, such as by mapping the content items to services, which are then mapped to the automobile-usage patterns. The plurality of content items are prioritized for display to the user based on the automobile-usage patterns and the frequency of those automobile-usage patterns. The prioritized content items can be presented to the user sequentially or in response to accessory data that matches an automobile-usage pattern.