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Why Toyota's fuel cell play is one big green gamble

Imagine going to the ballet on Saturday evening for an 8 pm performance. The orchestra begins warming up shortly before the show, but it turns out the star performer isn't ready at the appointed time. The orchestra keeps playing, doing its best to keep the audience engaged and, most importantly, in the building. It keeps this up until the star finally shows and is ready to dance ... which turns out to be ten years later. That's a Samuel Beckett play. It's also how many observers, analysts, alt-fuel fans and alt-fuel intenders feel about the arrival of hydrogen fuel cell vehicles (FCVs) – the few of them who are still in the building, that is. Toyota's hydrogen development timeline rivals that of the US space program. In fact, within the halls of Toyota alone, research on FCVs has been going on for nearly 22 years, meaning that one company's development timeline for FCVs rivals that of the US space program – it was 1945 when Werner von Braun's team began re-assembling Germany's World War II V2 rockets and figuring out how to launch them into space and it wasn't until 1969 when a man set landing gear down on that sunlit lunar quarry. The development of the atom bomb only took half as long, and that's if we go all the way back to when Leo Szilard patented the mere idea of it, in 1934. Carmakers didn't give up on hydrogen in spite of the public having given up on carmakers ever making something of it, so there was a good chance that hydrogen criers announcing the mass-market adoption of periodic chart element number two one would eventually be right. Now is that time. And Toyota, not alone in researching FCVs but arguably having done the most to keep FCVs in the news, isn't even going to be first to market. That honor will go to Hyundai, surprising just about everyone at the LA Auto Show with news of a hydrogen fuel cell Tucson going on sale in the spring. The other bit of thunder stolen: while Toyota's talking about trying to get the price of its offering down to something between $50,000 and $100,000, Hyundai is pitching its date with the future at a lease price of $499 per month ($250 more than the lease price of a conventional Tucson), free hydrogen and maintenance, and availability at Enterprise Rent-A-Car if you just want to try it out. We've seen and driven Toyota's offering and we all know its success doesn't depend on cross-shopping, showroom dealing and lease sweeteners.

Hyundai planning 250-mile electric vehicle by 2020

Until plug-in vehicle buyers stop caring about all-electric range - and who knows when that might happen - the distance an EV can travel on a full charge will remain an important selling point. Most US drivers go less than 40 miles a day, but that's not stopping at least two high-profile automakers from building a 200-mile EV. Both the Chevy Bolt EV and the Tesla Model 3 are shooting for this target. They won't rest on their laurels. Hyundai is prepping a 250-mile electric vehicle for 2020. Byung Ki Ahn, Hyundai's director, eco-vehicle performance development group, revealed the plans to Autoblog today after also confirming a 200-mile EV for 2018. This is above and beyond the Ioniq EV that will launch in the US later this year with 110 miles of range. Hyundai already had revealed its plan to offer 26 new green models by 2020, including plug-ins, hybrids, and hydrogen fuel cell vehicles, but there were no specific details about the EVs mentioned there. The EV world will be quite different in four years, but Hyundai thinks it has a strategy to get its customers prepared for the launch of the three Ioniq models, which include a plug-in hybrid and a standard hybrid, and future EVs. Until now, the company believes, according to Chris Hosford, Hyundai's corporate communications executive director, the automotive industry has not yet adequately communicated the advantages and differences of plug-in vehicles to customers. As Hyundai prepares to flood the market with green models in the next few years, expect lots of educational materials to come from Hyundai dealerships, as well as commercials. "We know there is a lot of education necessary," Hosford said. Related Video: Featured Gallery 2017 Hyundai Ioniq: New York 2016 View 11 Photos Green Marketing/Advertising Hyundai AutoblogGreen Exclusive Electric exclusive range anxiety ev range hyundai ev

Ioniq Unlimited is Hyundai's way to get Millennials to subscribe to a car

Let's state at the outset that a lot of the questions you're going to have about the new Ioniq Unlimited vehicle subscription program from Hyundai will not be answered in this post. This isn't because we didn't ask - we did - but because Hyundai is holding on to those details until some time after the service starts, which will be some time after the first of the year. If we had to guess, we'll get the information we seek at CES in early January. But, hey, we're getting ahead of ourselves. What is Ioniq Unlimited, anyway? It's a subscription service for the all-electric version of the Ioniq. Available only in California (during the pilot program, anyway), Ioniq Unlimited is an Internet-based way to get yourself a 2017 Ionic Electric. There are no negotiations, just a single price that you pay every month. That price includes all sorts of things: registration and Doc fees, recharging fees, unlimited mileage, and scheduled maintenance. Oh, and there's no down payment. Hyundai vice president of corporate and product planning, Mike O'Brien, told AutoblogGreen that the idea here is to appeal to millennials, who like to keep their transactions simple. Sign once, pay once, be done. Hyundai is trying to, "make car ownership as easy as owning a phone," O'Brien said. Maybe that's why the subscription terms are 24 and 36 months. O'Brien would not say if people could cancel early. As for the price, all he would say is that it will be, "very competitive." Yeah, we want more information, too. Whatever they cost, the subscriptions will be good for Hyundai, too, since the cars will be treated like leased vehicles (and thus owned by Hyundai's captive leasing program) and totally counted in the company's CAFE numbers. We'll have more details, well, whenever Hyundai feels like it's time to share. For more information on Vehicle Subscription Services, check out the Complete Guide. Related Video: