A system and method to identify fuel consumption optimization based on reactive and deliberative components is described. Modifiable use conditions, such as speeding, excessive idling, gear selection, acceleration and deceleration profiles, which all represent opportunities for fuel savings, are identified and optimized for minimal fuel consumption based on a reactive interaction with the vehicle on a real-time basis. Deliberative analysis of historical data linked to a specific location or route is also conducted to arrive at a historical optimal fuel consumption profile. Similar historical fuel consumption profiles for the same route in question from other nearby vehicles are collected and analyzed to determined a more robust deliberative component of optimal fuel consumption. The reactive and deliberative components are optimized fuel consumption are merged to form a recommended profile for optimal fuel consumption.