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Personalization and adaptation techniques are an interesting opportunity to design new services on-board vehicles. In this context, in fact, the need of an individual user to receive the “right” service at the “right” time and in the “right” way is more critical than in other cases, where personalization and adaptation already showed interesting advantages. At the same time, this context of application can provide new interesting insights for user modeling and adaptation. In the paper we present an architecture for providing personalized services on-board vehicles and we discuss an application to the case of tourist information. We focus on the choices we made to design an on-board system which was as less intrusive and distracting as possible and that could adapt its recommendations, the way it presents them and its own behavior to the user's preferences/interests and to the context of interaction (especially the …