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Content-centric networking is a new paradigm conceived for future Internet architectures, where communications are driven by contents instead of host addresses. This paradigm has key potentialities to enable effective and efficient communications in the challenging vehicular environment characterized by short-lived connectivity and highly dynamic network topologies. We design CRoWN, a content-centric framework for vehicular ad-hoc networks, which is implemented on top of the IEEE 802.11p standard layers and is fully compliant with them. Performance comparison against the legacy IP-based approach demonstrates the superiority of CRoWN, thus paving the way for content-centric vehicular networking.