An automatic music selecting system is provided which can select a piece of music more suitable for an occupant of a mobile unit. It includes a music data storing section that stores music data corresponding to a plurality of pieces of music; a navigation system for detecting the current position of the mobile unit; a first keyword generating section for generating a first keyword in response to current position information indicating the current position detected by the navigation system; sensors for detecting environment of the mobile unit; a second keyword generating section for generating a second keyword in response to the environment information indicating the environment detected by the sensors, a music selecting section for selecting a piece of music in response to the first keyword and second keyword; and a reproducing section for reading the selected music data from the music data storing section to reproduce.