After all, sustainability means running the global environment – Earth Inc. – like a corporation: with depreciation, amortization and maintenance accounts. In other words, keeping the asset whole, rather than undermining your natural capital.
In addition to this, they already have a fuel cell car on the road in Japan. It is subsidized from within the corporation because they are still at a high cost.
Toyota was the first to put a commercial fuel cell powered car on the road, and I have no doubt that Toyota will continue to be in the front lines in the development of competitive fuel cell vehicles.