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To cope with explosive vehicular traffic and ever-increasing application demands in the vehicular cellular network, opportunistic vehicular networks are used to disseminate mobile data by high-capacity device-to-device communication, which offloads significant traffic from the cellular network. In the current opportunistic vehicular data transmission, coding-based schemes are proposed to address the challenge of opportunistic contact. However, whether coding techniques can be beneficial in the context of vehicular mobile data offloading is still an open question. In this paper, we establish a mathematical framework to study the problem of coding-based mobile data offloading under realistic network assumptions, where 1) mobile data items are heterogeneous in terms of size; 2) mobile users have different interests to different data; and 3) the storage of offloading participants is limited. We formulate the problem as a users' interest satisfaction maximization problem with multiple linear constraints of limited storage. Then, we propose an efficient scheme to solve the problem, by providing a solution that decides when the coding should be used and how to allocate the network resources in terms of contact rate and offloading helpers' storage. Finally, we show the effectiveness of our algorithm through extensive simulations using two real vehicular traces.