A vehicular communication system comprises a wireless communication link from the vehicle to an external provider of information or service. Data pertaining to at least one of the location and the direction heading of the vehicle is communicated to the external provider from the vehicle via the conimunication link. This data is derived at least in part from a global positioning system that determines the geographic location and/or the direction heading of the vehicle. The external provider wirelessly provides information or service back to the vehicle via the communication link that is at least in part customized to the geographic location and/or direction heading of the vehicle.