Too Expensive? Toyota's $69K FCV Fuel Cell Car To Be Named Mirai

Toyota Motor Corp. is planning to name its $69,000 fuel-cell car Mirai, the Japanese word for future, a person familiar with the decision told Bloomberg.

The person asked not to be identified because the decision hasn’t been made public. The name of the car will be unveiled closer to when it goes on sale, said Danny Chen, a company spokesman, declining to comment on Mirai, which has been trademarked by Toyota in the U.S.

The maker of the Prius hybrid is betting that consumers will embrace fuel-cell cars over pure-electric vehicles, pushed by Nissan Motor Co. and Tesla Motors Inc. Toyota plans a sticker price of about 7 million yen ($69,000) for its first model based on the technology, which which go on sale in Japan before April.

2014 Detroit Auto Show

2014 Detroit Auto Show

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RobertPaulson - 7/29/2014 12:32:40 PM

+4 Boost

Strange design with what seems to be a slapping-on of every styling element in existence today. It doesn't look modern or futuristic -- just odd.

This is the problem with recent Toyota/Lexus designs. Trying so hard NOT to be bland or boring. Kind of like the nerd in high school trying to be cool.

TheSteve - 7/29/2014 12:51:52 PM

+2 Boost

MattDarringer - 7/29/2014 12:38:24 PM

-2 Boost

Toyota should have axed Scion and made Prius a brand to house all of their "alternative" cars i.e. hybrid, plug in hybrid, fuel cell, full electric.

MorePower - 7/29/2014 7:05:35 PM

+1 Boost

Toyota made bad decision going with Hydrogen Fuel Cell over pure Electric. People want extended range because they think they need it. when > 90% do not. If and when "IT" happens, the perceived range benefit is not going to save anyone.

The problem with Hydrogen Fuel Cell is that even though it may burn clean, the process by which many producers will take to manufacturer the Hydrogen is worse, in many cases, than actually producing "normal" gas today.

If you don't like Fracking or want a "well" you can see from your backyard, I would stick to pure electric vehicles, in my opinion.

40flash - 8/2/2014 1:40:46 AM

+1 Boost

It would take a lot more that the removal of the fake vents to fix that thing. It hideous from any angle.