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Toyota - skeptical about all-electric cars, but amazingly optimistic about hydrogen fuel cell cars.
According to Matt Harrison - Executive Vice President, Sales, Toyota Motor Europe, the Japanese manufacturer believes that within 10 years, prices of hydrogen fuel cell cars will match hybrid car prices.

"By the third generation we fully expect fuel cell costs to be comparable with hybrids. We believe fuel cell vehicles have a huge potential,"

When we look at the current prices in the U.S. the FCVs cost roughly twice as much as regular hybrids:

• Toyota Mirai (FCV): from $58,500 ($43,500 after deducting $15,000 in fuel over three years)
• Toyota Prius (HEV): from $23,770

Toyota Believes Fuel Cell Prices Will Match Hybrids

There's no doubt: Tesla's electric vehicles are the talk of the industry, the models of environmental stewardship, the undisputed kings of torque at the drag strip.

Full-electric vehicles are the products at which today's trendsetters — and automakers — throw their money with abandon.

And that, in a nutshell, is what makes Toyota's commitment to spreading hybrid technology across its global lineup a tougher sell.

For Toyota, hybrids become a tougher sell

Plenty of Canadians are having charged conversation about the next car they buy.

“In an Ipsos survey commissioned by Toyota Canada this month, 36 per cent said they’d seriously considered buying a more fuel-efficient vehicle, “including a hybrid, plug-in hybrid or fuel cell vehicle” (Toyota doesn’t make a battery electric vehicle yet) – and 52 per cent said they’re likely to buy one in the next five years.

But “electric vehicle” can cover plenty of ground. Let’s look at the different types....