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IEEE 802.11p is an emerging standard intended to support wireless access in the vehicular environment and to deliver both safety and non-safety applications to vehicles on the roads. Despite the numerous research works related to the design of reliable and timely dissemination of safety messages among vehicles, only a few works have investigated on-the-road delivery of non-safety data traffic, such as QoS-sensitive comfort and entertainment applications (e.g., multimedia, Web browsing, e-mails, e-maps). In this paper, we propose a novel MAC protocol, W-HCF (WAVE-based hybrid coordination function), which targets at the support of non-safety applications in vehicular environments. It is fully compliant with the IEEE 802.11p/WAVE (wireless access for vehicular environment) operational mode. Simulation results show that W-HCF outperforms the legacy IEEE 802.11p protocol in a vehicle-to-infrastructure communication network, and that it is able to match the requirements of applications in terms of goodput and delay.