Toyota Hydrogen Cars Get Boost
The company is investing in more fueling spots, participating in home-country experiments.

The Toyota Mirai is one of a handful of hydrogen-powered models several major automakers are producing, though adoption has been slow due to limited fueling stations and high fuel prices.
Toyota
Toyota is slowly increasing its hydrogen fuel cell vehicle efforts as its home country encourages more investment in the clean-energy source.
The Japanese automaker, sued last year by California owners of its hydrogen fuel cell Mirai car over what they say is an inadequate number of public chargers, said its North American arm is making a strategic investment in a company planning to add 92 fueling points across 38 stations in the state.
The investment in FirstElement Fuel comes as California, with the country’s biggest hydrogen fuel cell charging infrastructure in the U.S., still has only about 50 stations for light-duty vehicle fueling, according to the California Energy Commission.
The commission doesn’t specify how many individual fueling positions the existing stations have, but the FirstElement plans would add a significant number to the existing number.
Hydrogen fuel cells convert the element’s energy to electricity. The alternative operates much more efficiently than combustion engines and produces no polluting emissions. But fueling up can be challenging due to limited public stations.
Toyota and Hyundai have had a hydrogen fuel cell model in their lineups for years, Toyota introducing the Mirai in 2014 and Hyundai producing its Nexo crossover SUV since 2018. Toyota also introduced a hydrogen concept version of its Tacoma pickup this year, and BMW has the iX5 concept SUV.
But adoption has been slow as battery-electric autos consumption and charging infrastructure development have gotten more government and automaker investment. Along with limited charging infrastructure, a major obstacle to hydrogen fuel cell cars is the high cost of the fuel.
Japan is investing in hydrogen energy projects, including a fleet of hydrogen-powered taxis in Tokyo and a hydrogen-powered auto dealership in Asaka. Toyota President Koji Sato, also co-chairman of the Japan Hydrogen Association, said the taxis represent “a tremendous first step with meaningful implications for large-scale social implementation.”
Company Chairman Akio Toyoda underlined its overall goal when he said recently, “I believe that it is through purposeful passion and action that we will create a future of carbon neutrality.”
More Industry

China as Pacesetter
Automotive leaders huddled on where North America stands in the global picture and how it can strengthen its position against the Asian juggernaut’s surging industry.
Read More →
Find Efficiency in Fixed Ops
A new report shows how service departments can maximize their profitability through efficiency, productivity and the right tools in technicians' hands.
Read More →
Closing the Seat Gap
Mass-market brand vehicle seats are outpacing luxury versions when it comes to customer satisfaction, according JD Power research.
Read More →
Auto Industry Execs Talk Trade, Tariffs
Participants in a U.S.-Canada discussion tallied the costs and compiled a list of remedies, including preservation of the North American trade agreement that the U.S. recently declined to renew.
Read More →
Structure Leads to Optimized Auto Listings
As the average car-buying journey has shifted to a blend of digital and retail, a dealership’s vehicle listings must be optimized to answer shoppers’ questions clearly and accurately.
Read More →
Texas Dealerships Rebranded After Sale
The Norm Reeves group of stores had owned the three rooftops in the greater Dallas-Fort Worth metro area that now operate under a homegrown group’s signature.
Read More →
Positive Equity Reaches Record High
Mainstream vehicle owners who bought a car seven years ago are likely to have positive equity when trading in for a new vehicle, according to second-quarter Edmunds data.
Read More →
All on One Team
Since finance-and-insurance was added to the auto dealership, most stores’ F&I teams have been separated from sales like a car’s trunk is separated from the engine. It doesn’t have to – and shouldn’t – be that way.
Read More →
Auto Dealers Have Some Phone Homework
A midyear study found that stores can do a better job of converting both inbound and outbound calls into customer appointments for increased sales.
Read More →
Hyundai Ventures Aim for Deeper AI Dive
The automaker announced partnerships with several technology industry leaders to pursue an ambitious plan for integrating AI into its manufacturing and well beyond automotive.
Read More →