Toyota has realigned its focus on hydrogen fuel cell vehicles, shifting away from passenger cars to emphasize commercial vehicles. Despite its pioneering role in hydrogen technology, the Japanese automaker faces challenges in making fuel cell cars economically viable in the mainstream market. Toyota’s flagship hydrogen model, the Mirai, sold just 27,500 units globally over a decade, with only 148 units sold in Germany in 2024.
The pivot towards commercial vehicles comes as the public enthusiasm for hydrogen-powered passenger cars has dwindled. Instead, Toyota is directing its efforts towards applications such as hydrogen-powered hybrid vans, with initial concept tests planned in Australia. The approach mirrors strategies like Honda’s plug-in hybrid systems.
Toyota’s collaboration with Isuzu Motors to mass-produce light fuel cell trucks and its secured contracts for hydrogen buses in cities like Madrid and Tokyo underscore its commitment to commercial applications. However, the proposed merger of Toyota’s subsidiary Hino Motors and Mitsubishi Fuso Truck and Bus has encountered delays, potentially impacting the acceleration of hydrogen technology in their commercial segments.
Interestingly, while commercial vehicles are gaining attention, Toyota has not completely abandoned the hydrogen car market. The company continues to explore viable passenger car scenarios through partnerships with manufacturers like BMW, and potentially Hyundai, despite the latter suffering substantial financial losses with its hydrogen model, the Nexo. Hyundai reportedly incurred losses of about $22,000 per vehicle sold, even after receiving significant government subsidies.
One of the critical barriers for the adoption of hydrogen technology remains the sparse refueling infrastructure. Germany and Austria currently have just 68 hydrogen filling stations operated by H2 Mobility, far from the earlier ambitious goal of exceeding 100 stations. Presently, the infrastructure focus is on larger stations catering primarily to buses and trucks, capable of supporting roughly 30 refueling cycles per day.
The path for hydrogen as a fuel for the automotive industry is complex, influenced by production costs, infrastructure, and collaboration across the industry. While passenger car deployments are being reevaluated, Toyota’s shift to commercial hydrogen vehicles seems a calculated move to harness existing investments and expertise in more lucrative markets.
