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Toyota claims hydrogen fuel cell breakthrough

Platinum isn't cheap. And it's a necessary component of hydrogen fuel-cell technology. Which means that Toyota's recent discovery of a way to better analyze how platinum breaks down is a bit of an H2 vehicle breakthrough. Toyota worked with the Japan Fine Ceramics Center (JFCC) to observe nanometer-sized platinum particles and, specifically, how they deteriorate. Platinum is used as a catalyst for when electrons are stripped away from the hydrogen molecule to create an electrical charge and when hydrogen ions and electrons mix with oxygen to create water vapor. So, when platinum gets more course during the countless chemical reactions inside of fuel cells, things slow down. Now that Toyota says it's figured out a better way to observe this process, greater efficiency and durability within the fuel-cell process of electricity production are likely to follow, though more chemistry study will be needed to figure out how that will work. Still, it's topical because Toyota last year started producing the world's first production hydrogen fuel-cell vehicle. The Japanese automaker debuted sales of the Mirai fuel-cell vehicle in Japan late last year and plans to start selling the car in California this fall (the car will be priced at $57,500). Toyota also plans to boost Mirai production to about 2,000 units in 2016 from about 700 this year. Take a look at Toyota's documents and video below. R&D Breakthrough Sets Stage for More Efficient, Durable Fuel Cell Stacks Toyota City, Japan, May 18, 2015—A breakthrough in the real-time observation of fuel cell catalyst degradation could lead to a new generation of more efficient and durable fuel cell stacks. Toyota Motor Corporation and Japan Fine Ceramics Center (JFCC) have developed a new observation technique that allows researchers to monitor the behavior of nanometer-sized particles of platinum during chemical reactions in fuel cells, so that the processes leading to reduced catalytic reactivity can be observed. Platinum is an essential catalyst for the electricity-producing chemical reactions occurring between oxygen and hydrogen in fuel cell stacks. Reduced reactivity is the result of "coarsening" of platinum nanoparticles—a process whereby the nanoparticles increase in size and decrease in surface area. Up until now, however, it has not been possible to observe the processes leading to coarsening, making it difficult to analyze the root causes.

Toyota wants you to meet an 'obsessed' hydrogen fuel cell engineer

Like a television-broadcasting company covering the Olympics, Toyota is looking to market its future in hydrogen fuel-cell vehicle production by taking the personal approach. In this case, the Japanese automaker is telling the backstory of Jackie Birdsall, an engineer at Toyota Technical Center who Toyota says is "obsessed" with fuel-cell technology. A Sacramento native, Birdsall is responsible for testing fuel-cell vehicles and making sure hydrogen stations fill the tanks of the cars in a "reasonable" timeframe. Long a gearhead, she attended Flint, MI's Kettering University (formerly General Motors Institute) and, among other places, worked for the California Fuel Cell Partnership before joining Toyota in 2012. Her first car was an '87 Camry. That's one personal side of Toyota's hydrogen push, and shows another way Toyota is introducing the world to this new powertrain (see also: winter performance). The nitty-gritty is made up of things like working with FirstElement Fuel Inc. on a hydrogen-refueling network in California. As for its fuel-cell sedan, which was displayed in FCV prototype form at the Consumer Electronics Show in Las Vegas in January and is due next year, Toyota said it expects the car to have a full-tank range of about 300 miles and a five-minute refueling time. That's if Ms. Birdsall has anything to say about it. Check out Toyota's press release about Birdsall below. Talkin' 'Bout a Revolution A healthy obsession leads Jackie Birdsall and TTC to the forefront of history The word she keeps using is "obsessed." Jackie Birdsall became "obsessed" with cars when she was a teenager. That made her "obsessed" with the history of auto icons like Henry Ford and Lee Iacocca. In 2003, she did an internship with Daimler-Chrysler, leading to an "obsession" with hydrogen fuel cell technology. And now, as an engineer at Toyota Technical Center, Birdsall is "obsessed" with bringing fuel cell technology to the masses. But perhaps you need to be obsessed when you're trying to change the world. After all, revolutions don't blossom from complacency. Leading an alternative fuel revolution is just what Birdsall and her partners on the Fuel Cell Hybrid Vehicle team are doing. Collectively, they're finding tangible ways to reduce fossil fuels in the automobile world and figuring out how hydrogen fuel cells can be useful and affordable. In 2015, that obsession will bear fruit when Toyota's FCV hits the markets in California, Japan and Europe.

Toyota Prius sales could come up short in 2013

A Toyota executive has said that the automaker's hybrid Prius model may not reach its 2013 goal of selling 250,000 units in the US marketplace. Bill Fay, group vice president for Toyota's US sales, told Reuters, "The 240,000 to 250,000 range is kind of where we're settling our sights for the Prius family."
The first-generation Prius, a five-passenger model, was introduced to the States in 2001 (its arrival made it the second mass-produced hybrid, after the two-seat Honda Insight). The second-generation model arrived in 2004, followed by the current third-generation design that arrived for the 2010 model year. The automaker has subsequently added the Prius V, a hatchback wagon (shown above) and the Prius C, a subcompact hatchback. As of March, 2013, cumulative worldwide sales of the Prius had reached 3.67 million units.
Last year, Toyota sold 236,659 Prius models in the US. However, sales of the model have fallen 5.1 percent in the first six months of 2013. In response, the automaker has boosted its marketing for the model, and the promotions are expected to continue through at least July.