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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.

Honda scores big in Automobile Advertising of the Year Awards [w/videos]

This year the Detroit Auto Show didn't just celebrate the automobile, it celebrated how we find out about the automobile, too. Partnering The One Club, this year introduced the 2014 One Show Automobile Advertising of the Year Award to Cobo Hall, celebrating winners in five different categories of advertising: broadcast television, online, interactive, experiential, and print/outdoor. Winners in those categories were judged by 50 creative directors and journalists, while a Public Choice category was chosen from among nearly 20,000 online votes.
Honda walked off with three of the six awards, its Hands spot taking Broadcast honors, its Sound of Honda getting the Online category and Illusions winning Public Choice. Hyundai made the grade in Interactive with Driveway Decision Maker, Fiat captured Print/Outdoor with its "Letters" ad, and Toyota's Tundra Endeavor Campaign spot and BMW's A Window into the Near Future were co-winners for Experiential.
You can watch all of the press release and winning videos below or check out all of the finalists, announced last month, for a refresher.

Lexus planning a hydrogen fuel-cell LS by 2017

Toyota's Fuel Cell System will certainly migrate to other vehicles in the carmaker's lineup, but Australian car site Motoring reports that one of the models at the head of the queue is the Lexus LS. According to its sources, the executive barge powered by hydrogen will be released by 2017 and take the top spot in the range, rolling in above the LS Hybrid. We're told that Toyota engineers will find a way to slide two hydrogen tanks into its bodywork with the same general setup as on the Mirai – one under the rear seats and another under the rear parcel shelf. The 150-kW fuel cell stack will be placed under the front seats. Motoring says the resulting sedan and its 220-kW electric motor would come in "at around 2,100 kg," which is 4,620 pounds; that's a ginormous 539 pounds less than the listed curb weight of the current LS Hybrid, and 387 pounds more than the standard LS. Assuming all goes as planned, it would have a range of roughly 238 miles, a few dozens less than the Mirai's range of about 300 miles. It would look slightly different, too, the front end getting larger intakes to cool the power unit. It wouldn't surprise us if Lexus does have a hydrogen LS planned – it would be a statement car, and the company likes making statements, even if few heed them; it has stuck with its LS 600h for the past seven years, yet of the 7,539 LS models sold through the end of November this year, only 61 of them were hybrids. The timing would be intriguing, however; by the time the LS hybrid came out, Lexus had already worked over its filet-and-potatoes models. And if the hydrogen version is going to come in above the $120,440 hybrid, well, that will be a statement indeed.