Intelligent Transport Systems (ITS) encompass sensing technologies, wireless communication, and intelligent algorithms, and resemble the infrastructure for ubiquitous computing in the car. This chapter borrows from social media, locative media, mobile technologies, and urban informatics research to explore three classes of ITS applications in which human behavior plays a more pivotal role. Applications for enhancing self-awareness could positively influence driver behavior, both in real-time and over time. Additionally, tools capable of supporting our social awareness while driving could change our attitude towards others and make it easier and safer to share the road. Lastly, a better urban awareness in and outside the car improves our understanding of the road infrastructure as a whole. As a case study, the authors discuss emotion recognition (emotions such as aggressiveness and anger are a major contributing factor to car crashes) and a suitable basis and first step towards further exploring the three levels of awareness, self-, social-, and urban-awareness, in the context of driving on roads.