#FuelCell

Telling someone that you can run a car on hydrogen — a greenhouse gas — and emit clean water as the singular byproduct is already an extremely novel concept. You don’t need a laser light display or sideshow antics to make that fact more interesting or palatable. In the case of Honda, you absolutely do not need to include the disembodied heads of singing children bathed in light. In fact, the actual message might even become partially lost in the abyss of confusion you’ve created as people furrow their brows and wonder if someone has snuck a psychoactive drug into their beverage.

For reasons clearer to hired visual artist Adam Pesapane than myself, the 2017 Clarity Fuel Cell ad campaign uses a central theme of floating heads — frequently representing chemical compounds and molecular structures. The end result is as informative as it is unsettling, though it heavily favors the latter.

Jaguar Land Rover’s technical design director Wolfgang Ziebart is decidedly not a proponent of hydrogen-fueled vehicles.

Due to the amount of energy required to produce, cool, and then compress hydrogen for transportation and subsequent usage within a fuel cell vehicle, Ziebart is highly critical of its role as a practical automotive energy source.

Still, a minority of automakers disagree.

The world needs to be saved, but who wants to spend more money doing it?

That, cash lands on Takata-plagued dealers, Tesla takes to the track, BMW wants you in and out fast, and Volkswagen dreams of slaying the Prius … after the break!

After seemingly using up its legal arsenal against Volkswagen, the U.S. is pulling its backup out of an ankle holster and taking another shot.

That, Kia and Hyundai might get a Korean competitor, Mercedes-Benz is feeling charged up, Audi is still a fuel cell fan, and Volvo wants to standardize EV recharging … after the break!

Lexus announced Friday that it would show a concept for “progressive luxury” at its Tokyo Motor Show stand when the show starts later this month.

The car, which Automotive News reported could be a concept for its flagship LS sedan, may be powered by a hydrogen fuel cell, hybrid or Bernie Sanders.

Lexus may also need to update its CT 200h, which is based on the Prius. Toyota is rolling out its new 2016 Prius, which will be the first car based on Toyota’s new global architecture. The CT 200h went on sale in 2011 and hasn’t changed much since.

According to Toyota, three Japanese automakers — Honda, Toyota and Nissan — are working together to build hydrogen fuel stations around for future fuel-cell cars.

The program, which will subsidize fueling stations up to 11 million yen ($89,500) per year for each station, is meant to boost the nation’s infrastructure for hydrogen-powered cars.

On the same day that Toyota announced plans for a hydrogen fueling infastructure on the Northeast, Honda showed off their next-generation fuel cell vehicle, re-affirming that Japan is “all-in” on hydrogen vehicles.

Toyota’s upcoming fuel-cell vehicle will reportedly get the name “Mirai” when it launches in 2015, along with a hefty rebate program in its home market of Japan.

A new report from Reuters highlight’s the Japanese auto industry’s increasing focus on hydrogen fuel cells, a technology that has long been written off as dead by many industry observers and battery electric vehicle advocates.

Toyota’s first mass production fuel cell vehicle was unveiled today in Tokyo, prices from just under $70,000.

When it comes to fuel cell technology, everyone seems desperate to hop into bed with everyone else. The past 12 months has been a whole number of alliances; the start of 2013 saw an announcement between Toyota and BMW to partner on hydrogen technology, while Daimler, Ford and Nissan also banded together on their own fuel cell project. Now we can add Honda and GM to that list.

As one of the big dissenters from the battery-powered EV lovetrain, Hyundai is about to put its money on Hydrogen Fuel Cell technology. Starting in 2015, it intends to assemble up to 10,000 units of a fuel cell-powered version of the Tucson crossover at its plant in Ulsan, South Korea.

Canadian fuel cell firm Ballard Power inked a deal with Volkswagen that could be worth as much as $100-million and last up to 6 years.

The excitement about battery electric vehicles seems to die down amidst disappointing uptake. Range, weight and cost are in the way. At the same time, dormant interest in fuel cell vehicles is being rekindled . A month ago, we had a new look at the technology from the perspective of the Toyota/BMW linkup. Today, The Nikkei [sub] takes a broader view and says that carmakers are in the final lap of the fuel cell race. Let’s have a look at the contestants and where they stand.

The intensified alliance between Toyota and BMW shines a new light on a technology that has been discussed for decades, but that never quite made it: Hydrogen fuel cells. BMW will get access to Toyota’s fuel cell technologies. This most likely spells the end of the fuel cell cooperation between BMW and GM. Let’s take another look.