From experience with my old HTC Desire, I disabled WiFi/Bluetooth and my phone charged 1% every 40+ mins. Otherwise it discharged from 100% to 20% in 2-3 hours with WiFi/Bluetooth enabled and a standard in car charger connected

Now with my new Samsung Galaxy S3 and the standard larger 2100 mAh battery It will happily hold its charge while connected to even the cheapest in car charger, although I still turn WiFi off to decrease the battery heat while GPS/Bluetooth are also enabled.
If your without an in-car charger at hand or want to reduce the load from a standard in-car charger I suggest the following:
Disable WiFi and Bluetooth
Change the display brightness settings to low or auto and use a black background
Turn off synchronize for emails, social networks and updates etc. Or increase the update intervals to >30 mins
Enable "Power Saving Mode" in Settings (ICS 4.x.x only)
If you have an HTC or a device that has these settings hidden, install Hidden Settings to unlock the hidden Power saving settings
Try a third party Battery/performance App:
Android Assistant
Easy Battery Saver
Battery heat can also lose charge quicker or even damage your battery. Try to keep your phone off the dashboard away from direct sunlight and at room temperature. Position your phone in the shade or over a heating vent with cool air flowing.
Not for the feint heartedFinally
Root and install a custom Rom/Kernel which supports better power saving (disable/limit CPU cores etc)