—Content downloading in vehicular networks is a topic of increasing interest: services based upon it are expected to be hugely popular and investments are planned for wireless roadside infrastructure to support it. We focus on a content downloading system leveraging both infrastructure-to-vehicle and vehicle-to-vehicle communication. With the goal to maximize the system throughput, we formulate a max-flow problem that accounts for several practical aspects, including channel contention and the data transfer paradigm. Through our study, we identify the factors that have the largest impact on the performance and derive guidelines for the design of the vehicular network and of the roadside infrastructure supporting it.