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Named Data Networking (NDN) is a data-centric architecture designed for the future Internet. Existing works show that NDN brings significant performance improvement for typical content-centric applications, and can also fit the mobile environment well. However, directly applying NDN to Vehicular Ad hoc NETworks (VANETs) is confronted with great challenges due to the high mobility of vehicles. Most applications in VANETs are relied on data dissemination mechanisms. Therefore, we aim to improve the performance of NDN packet forwarding for the efficient content delivery in urban VANET scenarios. Specifically, we introduce the geo-location information to the NDN forwarding plane, and propose a geo-based forwarding strategy to make NDN fit the urban VANETs. Simulation results show our strategy can achieve 27% ∼ 75% higher request success ratio, and 40% ∼ 80% lower delay compared with the default NDN strategy in urban scenarios with different vehicle densities.