Hyundai To Slash Price Of Fuel Cell Tucson To Compete With Toyota Mirai


Hyundai Tucson FCEV

Hyundai Tucson FCEV

Let the hydrogen fuel cell vehicle price wars begin!

Korea Herald reports:

“Hyundai Motor Co., the nation’s largest carmaker, has decided to lower the price of its Tucson fuel cell sport utility vehicle to compete with rising Japanese rival Toyota Motor in the segment, industry sources said.”

“Hyundai Motor recently informed Gwangju City, a major local buyer of the Tucson FCV, of its internal decision to cut the car price,” an industry insider close to the matter said on condition of anonymity last week.”

“Hyundai Motor made the move, pressed by Toyota’s fast move to create a market for its first fuel cell car Mirai, armed with bargain-price,’’ the insider said.”

Hyundai had to cut the price is it wanted to be competitive.  Here’s the current pricing structure of the Tuscon FCV and Mirai, according to Korea Herald:

  • Hyundai’s Tucson FCV with a price tag equivalent to $139,000 (excluding subsidies) in Korea
  • Toyota’s Mirai FCV with a price tag equivalent to $62,000 (excluding subsidies) in Japan

So, as of right now, Mirai is (even with currencies converted) approximately half the price of the Tucson FCV.

Korea Herald adds:

“However, Hyundai seems to need more time to decide how much it will reduce the price of its strategic eco-car…”

“It is a possible scenario for Hyundai to choose a bold price-cutting option, considering a wide price gap between the Tucson FCV and Mirai,’’ said Kim Phil-soo, an automotive engineering professor at Daelim University.”

Sales of the Tucson FCV are weak.  Hyundai reports selling only 10 in Korea in 2014, while Toyota says that it has taken over 1,500 orders for Mirai in Japan.

There’s little hydrogen infrastructure in Korea (10 nationwide right now), whereas Japan is moving quickly to get hydrogen fueling stations up and running (100 by the end of 2015).

Source: Korea Herald

Categories: Hyundai


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29 Comments on "Hyundai To Slash Price Of Fuel Cell Tucson To Compete With Toyota Mirai"

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So they have sold 200 worldwide. Who knows how few in the US. The first lease was reported in June 2014 or there about. There is no demand.

Imagine if there was a 200+ mile range electric SUV. I think they would have sold more than 200 in 7 or 8 months.

Perhaps it’s just a crappy job of marketing by Kia, or the fact that it’s a Kia. Let’s see if Toyota and Honda do better.

“Imagine if there was a 200+ mile range electric SUV. I think they would have sold more than 200 in 7 or 8 months.”

I think they would have sold more than 200 in 7 or 8 minutes 🙂

And that’s why that electric SUV only exists in imagination.
SUVs tend to go farther for family road trips, camping and fishing trips and so on. Thy need much longer ranges and very fast refueling. Tucson sells less in US as there in no H2 fueling infrastructure. $500 a month lease with valet service and free fuel is a good deal if you have a network of H2 stations in the areas you visit.

The new edition of the ECI 2015 EV Buyers Guide lists four plug-in electric SUVs available for sale in the US in 2015. That does not include Mitsubishi Outlander PHEV.

Well, I must say your site looks good! But I didn’t find the 4 SUVs you mentioned.
I was specificall replying to “200+ mile range electric SUV”, not plug-in hybrid SUVs. I agree, PHEV SUVs are good and practical.

Thank you for the kind words. We are primarily in print, on the newsstand at Barnes & Noble in US and Chapters/Indigo in Canada. New edition on the shelf Tues Feb 3.

You’re right BEV SUV is hard. Takes a rocket scientist apparently 😉

PHEV is a very good option until battery prices come down a bit more.

> if you have a network of H2 stations in the areas you visit

Los Angeles, Sacramento, Emeryville. My favorite places for a vacation…

Yeah. Sacramento the garden spot of California. California Here We Come.

too funny ffbj! Bravo!

“Driving in the sun…

…right back where we started from.

California, here we come!”

Tucson FC is by Hyundai. Soul EV by Kia is selling well.

‘Few in the US’ is definitely true. Here’s the second one to take delivery:

No its a rotten vehicle to market.

60 leases in the US. Toyota is planning on the same lease price.

Japan the government is more behind supporting toyota than the korean government is behind hyundai. The List price is really not very much involved. Toyota claims they are massively increasing productions from 700 this year to 2100 in 2016, and 3000 in 2017. That is only 5800, not really a high number for a company that sells around 10 million cars a year.

Why would you not make a 50 AER EREV other than for the CARB credits? I know that drives California, but for the life of me, I can not see when your hydrogen infrastructure is so small, you would not do this.

Later in life, Thomas Edison tried to discredit AC power, and clung even more desperately to keep DC the dominate method to deliver electric power to homes.

So, there is historical precedence for backing the wrong technology in an aggressively blind way…

For one, Edison did not have the math skills to back DC. Maybe for the times AC was the way. The best answer by all professional accounts for the future is “both”. Just like ICE’s people want a “one size fits all” which rarely is the best answer. Give it 10 years and I think you will see DC along side AC. AC/DC backn…..

No. General Electric saw AC as more cost effective and more flexible to implement using AC transformers that existed at that time (1880’s). The technology for effective and flexible DC power transmission didn’t exist until the mid 1950’s. GE’s choice made sense, while Mr. Edison’s flew in the face of all reason; given the era and state of technology at the time.

This is the same analogy I’m making with Toyota’s seemingly fanatical support of hydrogen for the terrestrial auto industry– despite basic physics and math (financial, efficiency losses, etc.) that discount its mainstream viability now.

Actually, GE was founded by Edison. I think you meant Westinghouse as the big pusher behind AC.

No. GE’s Board of Directors voted him out of his own company, dropped the use of his name, then adopted AC for powerline distribution…

Due to this discussion I watched “edison” last night.. Seemed to be one of the more accurate American Experiences.

But I wish they didn’t spend 1/4 of the time explaining how edison really felt. As if they were best friends with him or something.

I am speaking more to those who have a photo voltaic array and no longer wish to convert to an AV inverter to talk to their car charger that inverts once again to a DC battery losing well over 16%.

Most phones and similar electronic devices convert to DC with 80 efficiency with some as low as 65%. As this sector grows, they will be looking for direct DC solutions for these applications as well as AC power transmissions from their utilities to minimize voltage drops.
Will it be cost effective? For those of us capable of implementing the systems ourselves, the answer is yes. Same as early PV adopters.

I know. We’re planning on installing our own PV array– but that has nothing to do with my historical analogy of Edison backing the wrong technology at the time.

Hydrogen may well be a better energy storage choice for a Mars Colony for example– but not so much for terrestrial vehicles on earth…

Oh Mark no offense but I think your efficiency numbers are much too low. My Solar inverters (2) are each 97% efficient. There is also almost no fixed loss, in the low single digits, like 2 watts. My revenue meter that I must have for NYSERDA money is a 1.5 watt loss. THe interconnecting wiring from the solar panel to the home electric service entrance is around 1/4% loss. As far as phone and laptop chargers go, they are also extremely high efficiency, in the high 90’s. This laptop computer I’m using might use 30 watts with a dead battery. The wall wart is wasting less than 2 watts. Don’t go by the current consumption on the thing, those are way overblown. My laptop uses at best 1/3 amp with a dead battery even though the label says 1 amp. The EVSE on the wall is essentially zero loss since it doesn’t do anything. The charger in the car is a small loss, but even a DC powered charger would have at least as much loss due to the level transition required, unless your solar panels always put out exactly what the car needed at the moment. In my house… Read more »

Also with Toyota it is an in for penny in for a pound mentality. The one thing that can be said for their dogged pursuit of FCV viability is that they are pulling out all the stops to progress the technology. Not entirely a bad thing, just not ready for prime time when it comes to mass transit vehicles.


Well, Westinghouse also backed 25 hz installations which, theoretically he was right, but in the end it wasn’t quite as long lasting since peopled tired of the light flicker, something that would not happen with today’s CFL’s and LED’s since those bulbs have their own powersupplies which could be made to eliminate flicker.

But he was right that 25 hz was easier to ship long distances, and had much less corona loss (42 % of 60 hz corona loss) but even so, times change.

It also was the only frequency that was standardized in North America and Europe.

Except, for much the same reasons, Europe went from 25 to 50, and the parts of the US that had 25 went to 60. But 25 was better for street cars, ac trains, 600 volt converters, so it hung on about 90 years in places, to the consternation of Utilities that wanted to finally be done with it since it was by this point an anachronism. They called it “The Frequency that Would Not DIE”, hehe.

I’d view Edison’s ‘hatred’ of AC more as a competitive ‘thorn’ in Westinghouse’s side, so much so that the conglomerate that GE was to become clearly saw the low cost of AC and Edison’s theatrics were ultimately bad for business, so AC it was.

Example: Edison used to show DC was better by publically electrocuting stray dogs with Westinghouse’s high voltage AC, and say,
“The word electrocution should be changed to Westinghousing!!” , hehe.

The “over 1,500 orders for Mirai in Japan” to date are mostly government and fleet vehicle orders. The number of private individual orders has not been stated.

Since Hyundai will likely sell fewer than 500 of these “fool cell” vehicles per year, I suppose they won’t lose that much overall by slashing the price by several thousand dollars.

And if Big Oil is funding these FCVs under the table (I don’t have any evidence for that, but it seems entirely possible), then no doubt they can get the Big Oil companies to take a bit more out of their petty cash fund to make up the difference.

If you want to know which Big Oil companies are backing FCVs, just look at which ones are part of the California Fuel Cell Partnership:

Fuel cells may have their place especially in Electricity starved Japan. There have been articles here on either mechanical photosysnthesis and bio-developed Algae hydrogen generation so there may be places for these cars.

But so far, I’m not convinced that there is a compelling argument for Hydrogen in the states. I sure don’t see any money being advanced for an entirely new piping infrastructure, and I also don’t see Liquid Hydrogen being trucked around to $2 million filling stations as being a huge technology
advance over the ubiquitous gasoline station.

Since EV’s like the VOLT can use the existing “megacharger” solution of Gasoline, I don’t see Hydrogen as anything but a “Me TOO!!” technology, in a race the pure EV’s and gasoline backed up PHEV’s have already won.