Here is an interesting article about Toyota's plans to reduce the price of Hydrogen fueled cars:
Toyota hopes to price hydrogen cars at $50,000
Toyota, having reduced the cost of making fuel-cell vehicles by about 90% since the mid-2000s, hopes to price its first retail hydrogen model at about $50,000.
The first model will be a sedan with driving range equal to a gasoline-powered car, "with some extra cost," Yoshihiko Masuda, Toyota's managing director for advanced autos, tells Bloomberg News. But there are some big obstacles remaining: Despite having brought down from the cost of making a hydrogen-powered car down from $1 million, it will still have to cut them by about 50% in order to meet its target.
Simple reason: "We don't lose money with introduction of the vehicle," Masuda said.
General Motors once dominated hydrogen car development that it admitted at the time was years from when a fuel-cell powered vehicle could actually sold. Lately, Honda has taken a leading position and Toyota, which has remained enthralled with hybrids, hasn't said much about hydrogen cars.
Toyota plans to cut expenses to make the vehicles by reducing platinum use to about one-third the previous level and finding cheaper ways to produce the thin film used in the fuel cells and the carbon-fiber hydrogen fuel tanks.