Entry Details

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Category: 
All Content > Group or Company Profile > Heartland

Title of entry: 
For Toyota's big hydrogen ambitions, the Mirai is only the beginning

Issue or Publication date:
06/07/2024

Publication name: 
Automotive News

View Website home page:
autonews.com

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https://www.autonews.com/mobility-report/toyota-mirais-fuel-stack-supports-hydrogen-business-expansion/

Entry Essay: 
For 100 years, Automotive News has provided critical news and information to automakers, suppliers, auto dealers, regulators, and financial and policy analysts. It has produced in-depth journalism like “For Toyota's big hydrogen ambitions, the Mirai is only the beginning.”

For decades the auto industry talked about hydrogen fuel cell vehicles as the non-polluting transportation Holy Grail and spent billions of dollars developing the technology. Toyota was among the first with a mass produced, viable vehicle. But having the invention and being first to market isn’t enough as Jerry Hirsch details in this article. Toyota’s Mirai fuel cell sedan has been a commercial failure. Few people buy them. They are difficult to fuel. And they aren’t environmentally great, as there is almost no green (hydrogen made without fossil fuel energy) available.

In this article Hirsch details Toyota’s big pivot to using the fuel cell technology for stationary power supplies and heavy-duty trucks, use cases that look to have better opportunities and economics. He explains in this profile of the automakers fuel cell efforts that the it now has a core technology for business and decarbonization goals that extend far beyond the consumer automotive sales, reaching an addressable market that could grow to $90 billion annually by 2040.