Hyundai Pushes Hydrogen Cars In Japan 😂 – CleanTechnica

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It appears that Japan is still obsessed with the idea of a hydrogen economy, and some automakers continue to pretend — of fool themselves with the notion — that hydrogen fuel cell cars have a future. Hyundai is one that, honestly, surprises me. The company seems like it most has its head on straight. It has been a leader in developing efficient, capable battery-electric vehicles with solid tech. Before all of that, it scaled up for decades from a small brand to one of the largest in the world. But it continues to spend money on a nonsensical hydrogen fuel cell car program that is, clearly, going nowhere.

Japan Mobility Show 2025 is underway, and what better place to pump up the hydrogen hype again than in Japan, the country that has been the biggest proponent (among many proponents) of a hypothetical hydrogen economy. So, rather than focusing on a battery electric vehicle, this is the title of the press release Hyundai put out today: “Hyundai Motor Showcases Hydrogen Leadership at Japan Mobility Show 2025 with All-New NEXO.” Oy. I honestly don’t know if we should laugh or cry.

“Hyundai Motor Company unveiled the all-new NEXO fuel cell electric vehicle (FCEV) at the Japan Mobility Show 2025, marking the vehicle’s debut in Japan and underscoring the company’s commitment to hydrogen innovation and sustainable mobility,” the company starts out.

Thankfully, Hyundai also has battery-electric vehicles to highlight and promote. “The all-new NEXO joins Hyundai Motor’s expansive portfolio of electrified vehicles on display in Tokyo, including the INSTEROID concept car, the award-winning IONIQ 5, and the INSTER Cross,” Hyundai adds. Those are all fun, cool, interesting battery-electric cars. Admittedly, though, the INSTEROID concept car is not a consumer vehicle and will never really be one.

“Together, the lineup highlights Hyundai Motor’s diverse electrification capabilities and commitment to providing innovative mobility solutions to meet the demands of a rapidly evolving automotive landscape.” Well … that’s debatable.

Notably, though, it seems Hyundai is intent on growing its market presence in Japan, which is notoriously hard for foreign automakers to make much progress in. Perhaps the hydrogen angle is just all about currying favor there, with the powers that be and the public at large. “This year’s Japan Mobility Show marks Hyundai Motor’s largest public activation in the Japanese market to date. As part of its efforts to strengthen market presence, the company views the event as a strategic opportunity to further grow visibility and engage younger, environmentally conscious audiences through its industry leading electrification technologies. Hyundai Motor aims to demonstrate its electrification and hydrogen vision in a way that resonates with Japanese consumers through its product showcase and immersive experiences.”

“In the first half of next year, we plan to introduce the all new NEXO, actively joining Japan’s electrification movement,” Yoo Seok Chung, Executive Vice President at Hyundai Motor Company, adds. “Additionally, through customer community activities such as the ‘Hyundai Motor Club Japan’, we will continue to listen to our customers’ voices. By expanding exchanges between Korean and Japanese owners, we aim to deepen mutual understanding and brand experiences between the two countries, establishing ourselves as a truly authentic brand.”

There’s more on the hydrogen stuff in there, but I’m just going to leave it at that.

Good on Hyundai for trying to make a splash in Japan and get more market share, especially in the electric vehicle segment.