That's the meme going around after Toyota Europe vice president for product planning and marketing, Alain Uyttenhoven, recently told Automotive News that, "We could expect a fuel cell vehicle to retail at about 100,000 euros ($138,000) in Europe." This is indeed noteworthy, as Toyota has previously stated its hydrogen car would cost around $50,000 when it is released in 2015.
So, Uyttenhoven's quote quickly caught fire (see here and here), but we thought that something seemed out of whack. So we asked Jana Hartline, Toyota's environmental communications manager, what was up. The rub is that there was some miscommunication about dates. Hartline told AutoblogGreen, "We anticipate the market price be much lower than this, as previously reported. The article's quoted price is closer to what the cost would be if we came to market today." So, nothing new to read here folks. Not yet, anyway.