©Toyota
The hydrogen car was supposed to embody the future of sustainable mobility. Toyota believed in it wholeheartedly, investing massively in this technology for over a decade. The manufacturer touted a zero-emission solution offering the range of a combustion vehicle and a lightning-fast recharge time. But the dream collapsed abruptly in 2024, when sales figures reached historically low levels.
An unprecedented drop in sales
The latest figures published by Toyota are alarming. As of November 2024, the manufacturer has sold only 134 fuel cell vehicles worldwide. A drop in the ocean of automobiles, representing a drop of 8.2% compared to November 2023. Over the whole of this year, the situation is even more worrying with only 1,702 vehicles sold between January and November, a dizzying drop of 54% compared to the same period in 2023.
Even in Japan, Toyota's historic territory, enthusiasm is no longer there. The domestic market is down 17.1% with barely 29 units sold in November. The rest of the world follows the same trend with 105 vehicles sold, marking a decline of 5.4% over one year. These figures contrast sharply with the historic peak of 2021, when Toyota sold 5,918 hydrogen vehicles.
200% Deposit Bonus up to €3,000 180% First Deposit Bonus up to $20,000The reasons for a bitter failure
Several factors explain this commercial disaster. The prohibitive price of hydrogen is a major obstacle for consumers, particularly in the United States where prices have exploded. The network of charging stations also remains embryonic, forcing owners to make considerable detours to refuel their vehicles.
The comparison with electric vehicle manufacturers is particularly revealing. Rivian, a young company specializing in electric vehicles, delivers an average of 3,339 cars per month, almost 25 times more than Toyota's current monthly sales of hydrogen. This difference highlights the growing gap between the two technologies and consumers' marked preference for battery-electric vehicles.
An uncertain future despite persistent support
Paradoxically, while Toyota is struggling to convince with its hydrogen technology, other manufacturers continue to believe in it. BMW plans to launch a fuel cell vehicle for the general public in 2028. Honda is also persisting on this path with its CR-V e:FCEV, a plug-in hybrid SUV incorporating this technology.
These initiatives are based on the hope of an increase in the number of charging stations and a drop in hydrogen prices. But Toyota's experience demonstrates the difficulty of transforming these promises into commercial reality. The Japanese manufacturer, which has long relied on this technology as an alternative to battery-powered electric vehicles, is now in a delicate position.
- Toyota sees historic 54% drop in hydrogen vehicle sales in 2024
- High costs and lack of infrastructure are holding back adoption of the technology
- Other manufacturers are persisting despite Toyota's apparent failure, betting on future improvement in market conditions
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