The USB spec, if I recall correctly is 500 milliamps. This is sufficient to power mice, usb sticks, and other low powering usb devices. The small USB wall charger for the original iPhone I believe produces the same output. I did purchase a 1amp USB mini carcharger which does a did a good job at charging my original iPad. I haven't yet taken my new iPad ona road trip, but I would imagine at a minimum it would charge while in use.
Keep in mind, in outdoors, the iPad3 consumes lots of power -- primarily due to the screen automatically getting brighter to compensate for the outside ambiance or sun. This is the primary reason why it additionally gets pretty warm. My battery drains quickly when using it like this and consequently a cigarette lighter car charger in these circumstances may not be able to keep up.
While at home, the brighness of the iPad should be subdued enough where charging progresses while in use. I have two iPads3's in the house and both charge in their approximate 5 hours from their 15% or so. Because of hte charging issues we've had in the past, I've left a dedicated charging station in the kitchen using the original iPAD3 cable (rightfully labled with a tape in case it was accidentally moved) + the original iPad3 charging plug in the kitchen where each family member leaves one of the two iPads to charge -- sometimes even after work where it's ready and full in evening.