Hydrogen Power

Sustainability in Business

Kate Dyukova Kate Dyukova, Erika Olde, Antonia

Wilden, Frederic Lebet, Christian Badenhop

Regents College London 2010

 Hydrogen Power

Table of Content

Abstract..................................................................................................................2
Introduction............................................................................................................3
The “Forever fuel”..................................................................................................3
The future of oil supply.................................................................................................................................. 3
What is Hydrogen?.......................................................................................................................................... 4
Self-sufficient Hydrogen station................................................................................................................. 4
Tree house concept......................................................................................................................................... 7
Hydrogen fuel powered Vehicles.............................................................................8
Hydrogen Cars................................................................................................................................................... 9
Hydrogen Bus.................................................................................................................................................. 10
Market description...............................................................................................10
USA...................................................................................................................................................................... 10
China................................................................................................................................................................... 11
Europe................................................................................................................................................................ 12
The Future............................................................................................................13
The Sustainable Life Cycle.....................................................................................13
Drivers and Barriers..............................................................................................15
Global expansion through Timeline.......................................................................16
Competitors Timeline.................................................................................................................................. 17
Hydrogen Timeline....................................................................................................................................... 18
Marketing and sales..............................................................................................19
Conclusion............................................................................................................21
Bibliography..........................................................................................................22

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Abstract

Hydrogen was discovered as a separate element by Henry Cavandish in 1766. In

2002, President George W. Bushlaunched his Freedom CAR initiative to promote
hydrogen power research in vehicles. Over 200 million dollars yearly is available
for research into making hydrogen powered vehicles a reality (Friedrichs, 2010)

Hydrogen is the most abundant element in the universe; it accounts for 75% of the
planet’s weight. It can be found on water, natural gas and following the newest
researches on bacteria as well. The fantastic part about Hydrogen is that after its
consumption process the only by-product it emits is water in the form of steam.

In our project, we want to produce hydrogen ourselves making it Self-sufficient. A

Self sufficient Hydrogen station would be exactly like a petrol station in the basics,
but instead of selling petrol it would sell Hydrogen that it would be creating on site.
In this report we would present 2 examples of hydrogen station that can be created.
However the chicken and egg situation means that in order to make this idea a
reality we should also look at the production of hydrogen cars and make them
available for people on global market. A number of examples of car manufactures
like BMW, Honda are already producing those cars. Moreover in future we would
like to go further and consider such opportunities as hydrogen airplanes and tree
house concept, which means leaving in a self-sufficient house that doesn’t require
any non-renewable electricity.

However to make this idea a reality we have to attract people use it, therefore a step
by step marketing plan is presented in the report as well time line. With a strong
marketing campaign people become more aware of the benefits of our product and
self-sufficient system and it eliminates such problem as fear of change. Finally the
conclusion will summarize the major drivers and opportunities of hydrogen showing
how this power will make our lives better and more sustainable.

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Introduction

More than a year after the terrorist attacks on the World Trade Center Towers and
the Pentagon, the world is a more dangerous place than ever before. And, at the
heart of our collective fear is the struggle to control oil, the one critical resource
without which our global economy and modern society could not exist. Can a
combination of technological innovation, global cooperation and strategic thinking
take oil off the international chessboard of power politics and replace it with the
ultimate energy carrier, lighter-than-air, and potentially non-polluting hydrogen?

We heat our homes and businesses, run our factories, power our transportation and
light our cities with fossil fuels. In recent months U.S. government have a great
concern over the availability of oil in the Middle East. However besides political
instability oil brings up problems like pollution and global warming and causing great
disruption for the environment. The development of hydrogen power today can be
a next step towards stable, efficient and sustainable life.

The “Forever fuel”

The future of oil supply

Oil provides 40% of the energy in industrial countries. However today the oil supply
of OPEC countries is falling down to average of 30 mb/d, whereas the world demand
has a growing pattern that will peak at 89 mb/d in 2011. The world has literally
scoured the face of the Earth, looking for new oil. Even with the latest high-tech
exploration equipment, relatively little new oil was found (Ivanhoe, 1996). The
“World Public Opinion” (Kull, 2008) poll finds that majorities in 15 of 16 nations
surveyed around the world think that oil is running out and governments should
make a major effort to find new sources of energy. Most think that future oil prices
will be much higher. Another problem of oil is the CO2 pollution and oil spill that
damage environment. Moreover the predictions depict that 83% of future oil will be
concentrated in few Middle Eastern countries that will result in a political instability

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and dominating control of Middle East. One of the solutions for the problems that
arise is to switch to alternative fuel supply. The realistic long term future considers
hydrogen fuel to have a potential to release a high world dependency on crude oil i.

What is Hydrogen?

Hydrogen is the most abundant element in the universe; it accounts for 75% of the
planet’s weight. It can be found on water, natural gas and following the newest
researches on bacteria as well. The fantastic part about Hydrogen is that after its
consumption process the only by-product it emits is water in the form of steam. Its
lifecycle is made out of water, oxygen and hydrogen through a re-newable cycle. It
sounds like a perfect solution, so why don’t we use it already? There is a theory that
stipulates that big energy companies are lobbying the politicians in order for
countries not to use hydrogen or other alternative energies before some time, so
that investments in the oil industry will still pay out until it runs out. However this
theory, there is the Chicken and Egg question of knowing: “who will buy hydrogen
cars if there is no refueling station? And who will pay to build a refueling station if
there are no cars and customers?”

Self-sufficient Hydrogen station

In our project, we want to produce

hydrogen ourselves making it Self-
sufficient. A Self sufficient Hydrogen
station would be exactly like a petrol
station in the basics, but instead of selling
petrol it would sell Hydrogen that it would
be creating on site. It would hence cut
stages in the oil lifecycle that we now
know to be so disastrous. It would cut the
transportation process for example as it
would be produced onsite. The station could also take advantage of the present
technologies to be fully self-sufficient. Hydrogen can be produced independently of

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oil and is combined with a fuel cell to become usable. It can be produced using a
variety of sources: natural gas, biomass, water and electricity, and be easily stored in
various liquid or gaseous forms. It is easy to store, and refill containers.

Here is a picture of the self-sufficient hydrogen fueling station in Iceland. That looks
just like any other hydrogen generator. But here are picture that put into perspective
how big these hydrogen generators really are. The first image is only a model to
show the design and scale. The second picture shows 2 engineers standing next to it.
This hydrogen generator has to have steel plates at least 6.5-7 feet tall. The third
photo shows an enormous hydrogen generator. There is no telling how large this one
is compared in scale to the second but it must be extraordinary in size and has been
estimated at 30-50 feet long. All of these are HHO generators that separate the
hydrogen and oxygen into different containment units. The amount of hydrogen
produced from these huge generators has to be enormous. However, This project
doesn’t fit our mindset as we are looking to cut all sort of transportation process,
hence building our own hydrogen on stage and only producing what we need and
will put for sale. A second company is concentrating on creating a self-sufficient way
of producing

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hydrogen using only sustainable ways and materials. It is shown below.

http://www.airliquide.com/en/interview-of-eric-prades.html

This is a project called EolHy from the French

company “Air Liquide”, they are aiming at putting
together an automated way of producing
hydrogen energy with a base of only renewable
processes. They have their alternative resources
with the windmill and the solar panels creating
the energy that the electrolysis needs. The
electrolysis process is as follows. It basically heats
up water and divides it into its two main forms to
recuperate all the hydrogen cells. To produce e_for_h.html

hydrogen, we will need to know that there is

420.6 gr of hydrogen within a 3.7854 liter (1 gallon) therefore giving us a 111.1 gr for
every 1Kg of water (1 liter) with the efficiency rate shown above of 30%, it gives us
111.1 multiplied by .3 = 33.3 gr of hydrogen out of 1 liter of water. The production of
one kg of hydrogen cell needs about 9 liters of water. Overall conversion efficiency is
only 30%ii.

To push the thinking further down the sustainability way, one could put solar panels
on the roof and/or have windmills at the back to produce the electricity needed for

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the electrolysis. Moreover, it could have water recipients on the roof to retain water
for the mixing process. In order to push the thinking a bit further, there has also
been a research about urine, which resulted in that urine gives a 300% more efficient
hydrogen mix than water on its own. It made us think that the station could give a
discount to people who go to the toilets for example, or could also advertise that
they have free toilets to use for the public and bring more to its production

Tree house concept

For the station to be complete we thought it could even go further and try to be fully
renewable taking into example the “tree house” and use “cradle to cradle”
materials.

The advantages of such a station and the small scale production are numerous. At
first it would finally end the use of fossil fuel energies and stop all the harm made
from the use of oil. Moreover it would drop the prices as it is renewable and create
local jobs. Furthermore it would stop the inequities between countries that haven’t
got oil as long as it is possible to produce it at small scale plants. Nevertheless, the
technology has to advance further as for now we create Hydrogen with fossil fuels as

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a base, hence not cutting the problem yet, but I still believe that at the pace
technology and our world is developing it is possible within a not too distant future.

There is a wide range of hydrogen/hydrogen cell fuel cars. There are currently more
than 45 different models from different car manufacturer on the market or in
development. Also car manufacturer nowadays spent more time on developing new
hydrogen cars then petrol fuelled cars.

Hydrogen fuel powered Vehicles

When embarking upon this project we were unaware of the large range of
hydrogen/hydrogen cell fuel cars already on the market. Currently there are more
then 45 different models, from different car manufacturers, either already on the
market or currently in development. We have immediately noticed an increase in
time spent by manufacturers developing new hydrogen cars in preference to petrol-
fuelled cars.

The future of hydrogen cars it no longer a dream, already many hydrogen fuel cell
cars and H2ICE vehicles can be seen on the roads. California, Japan and the European
Union (especially Germany) have begun to implement hydrogen fuel cars as fleet
vehicles.

Unlike many hybrid and "green" cars currently on the market, hydrogen fuel can
offer the promise of zero emission technology - where the only by product is water
vapor. Current fossil-fuel burning vehicles emit a multitude of harmful pollutants
such as carbon dioxide, carbon monoxide, nitrous oxide, ozone and microscopic
particulate matter. The Environmental Protection Agency estimates that fossil-fuel
automobiles emit 1 ½ billion tonnes (one car emits roughly 6 tonnes per year) of
greenhouse gasses into the atmosphere each year. Changing to hydrogen fuel based
transportation would all but eliminate this.

Criticism is still a problem with critics pointing out that hydrogen is costly to produce
and the most common way to produce hydrogen is still from fossil fuels. Analysis of

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the environmental impact of different fuel technologies has also shown that the
overall carbon dioxide emissions from hydrogen powered cars can be higher than
that from petrol or diesel-powered vehicles.

Hydrogen Cars

In 2005 Honda released the first commercial hydrogen car, followed in 2008 by the
Honda FCX Clarity, which became the first production line hydrogen fuel cell lease
vehicle to roll onto the streets of California. Honda is aiming to produce more then
200 hundred of these cars every year and the prognosis is that they will manufacture
will increase in the future (Honda makes 1st hydrogen car). Honda is not, as
previously mentioned, the only car manufacture in the world to release
hydrogen/hydrogen cell fuel cars. The Japanese car manufacturer, Mazda Motor
Corporation announced in 2007 that they plan to work closely together with the
Hydrogen Road of Norway (HyNor) in the research and development of hydrogen
cars and fuel. HyNor intended to purchase around 30 Mazda RX-8 Hydrogen
automobiles in 2008. Mazda ultimately hopes to become a mass manufacturer of
hydrogen cars in the future, therefore helping to eliminate fossil fuel cars. ( Mazda to
provide hydrogen cars).

Asian based companies are not alone in their development of hydrogen

powered cars, European manufactures such as Mercedes Benz and BMW are rapidly
following suit. Mercedes Benz is aiming to win customers with fuel cell hydrogen
cars, released by 2010. The development of these were accelerated in 2005 and
since then Mercedes has focused on developing affordable, hydrogen based
automobiles as they realised the main hurdle is not the production technology but
ensuring the prevision of the lowest cost possible without neglecting safety or visual
standards. In 2010, Mercedes Benz launched many standard models with F-cell
(hydrogen) fuel engines (Mercedes launch hydrogen car). BMW went a step further
than their competitors, jumping to quash the rumour that hydrogen cars would
remove the joy of driving, including speed capability. In 2004, BMW’s H2R set nine
international speed records for internal combustion powered vehicles, using

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hydrogen as the fuel. BMW, therefore, successfully proved that hydrogen is able to
replace conventional fuel without a negative effect on the cars performance. The
H2R record holding car used a BMW 12 cylinder, 6 litre engine, which is above the
average size engine. They are aiming to release their 760i and 760li models with the
232 horsepower engines powered by hydrogen over the next few years (BMW
hydrogen powered cars).

Hydrogen Bus

As conventional fuel is not limited to use in cars, the fuel options for buses, lorries
and ships also need to be addressed. For the 2008 Beijing Olympics a joint
development of universities, environmental research facilities, investment groups,
car manufactures and oil giants developed the first series of hydrogen buses.
Daimler Chrysler and Ballard build the fuel cell bus while BP and Sino-Hytec
constructed the hydrogen station. Their aim was to have 100 hundred buses running
in time for the Beijing 2008 Olympics and 1,000 by 2010. A joint development project
such as this had never before been attempted but proves that if companies work
together they can achieve great things for humanity.

The US government has also been developing hydrogen fuel buses, in 2006 hydrogen
powered shuttle busses were launched for visitor transportation around the Orlando
National Airport (Hydrogen Highway).

Market description

There are four countries that we have analyzed and considered as a potential market
for sales and production of Hydrogen and Hydrogen cars

USA

In 2003 ex President, George W. Bush, proposed an investment of approximately US

$1.3 billion for the research and development of hydrogen fuel cars. This followed

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the concern that the USA and its individual citizens should have less dependence on
oil. This change would also affect large oil corporations like OPEC or BP as the US
imports almost half the amount of their oil from abroad, leading to higher gas and
fuel prices. Another reason behind this change is that US hopes to become
increasingly environmentally aware, aiming to progress ahead of other countries in
the development and eventual enforcement of a hydrogen car based country. The
US government and especially the State of California are attempting to legislate
‘hydrogen highways’ - like a conventional highway but with up to 200 hydrogen
filling stations. This will run from Vancouver, British Columbia (Canada) to California,
US. However, due to the economic crisis the project has fallen short of this goal. In
2004 California was the leader in Hydrogen stations, having 23 for the current 143
running hydrogen fuel automobiles and plans for another 15 (Hydrogen Fuel Cars).
One year later, in 2005, Florida's Governor, Jeb Bush, broke ground on Florida’s first
hydrogen station, visiting the site with the Ford Motor Chairman and CEO, as well as
executives from Chevron Texaco. Having encouraged interest from the executives of
such an oil giant could mean a future possibility of co-orporation between car
manufacturers, oil companies and governments which will help to create the future
of hydrogen cars and guarantee a cleaner future (Hydrogen Highway).

Further reasoning as to why hydrogen cars have the capability to shape the future is
the immense demand for Toyota”s Hybrid car, the Prius. Toyota has had difficulties
to produce enough Prius units and is planning to build new manufacturing
capabilities for that particular car.

China
The Chinese are becoming increasingly worried about Co2 emissions and the overall
increase of pollutant levels within their country. It is estimated that 1 in 10 Chinese
citizens will have a car in the next decade which again means a further increase in
Co2 emissions. However, the Chinese government proposed a 150 million cap on oil
imports by 2020 in order to stabalise their dependence on oil and imports from
other countries. So, all these reasons should force accelerated research and
development of hydrogen fuel cells and other alternative energy sources (Fuel Cell

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Today). It is believed if the Chinese confront the problem aggressively they will be
the first nation in the world to exploit the profitability of fuel cell cars and
manufacture them in high quantity in order to cut costs so they will be widely
available. China has been developing a number of different hydrogen cars and has
invested 40% of their total energy budget research budget on hydrogen powered
vehicles. A joint development of research companies, the Chinese government,
Daimler Chrysler and BP, made it possible to operate Hydrogen Stations and buses
for the Beijing 2008 Olympics.This proves the willingness of the economy and
government to ensure the possibIlity of the majority of vehicles within China running
on hydrogen fuel in the next decades (Air Products).

Europe
The European Parliament is pushing through the idea of installing a network of
hydrogen filling stations throughout Europe. The MEP drafted a report for the
stations, which was adopted with a majority vote, 644 in favour, two against, 11
abstentions. This is a clear sign that the politicians in Europe are strongly backing this
proposal and aiming for it to be implemented. Various MEPs also express their
thoughts on the issues surrounding climate change and the consistent increase in
petrol prices. They conclude that a sustainable solution is needed and hydrogen
seems to be the energy answer of the future. Like the USA, the EU wants to be
frontrunners in global research on hydrogen powered vehicles, therefore securing
for themselves an economic advantage. Germany and Scandinavian countries are
current leaders in the R&D of renewable energy sources. BMW and Mercedes Benz,
as mentioned above, are working hard to attract a customer base which is interested
in purchasing hydrogen fuel cell cars.

HyNor, (Hydrogen Road of Norway) was created in 2003 in order to unite various
different industries together in order to achieve a conglomerate goal, to create
Hydrogen fuel stations in order to draw attention to alternative sustainable vehicles.
The infrastructure is produced by hydrogen energy and is roughly 580 kilometers
long. HyNor incorporates buses, taxis and private vehicles in their plan. This plan will
soon become reality as the project is backed up by a number of energy companies,

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transport companies, regional and national authorities and various R&D institutes.
Furthermore it will be tested in real life conditions as Norway has been experiencing
a change in climate conditions, large seasonal fluctuations and cold ambient
temperatures.

The Future
Based on research, the likelihood that we will be using hydrogen powered cars and
hydrogen stations is more then likely as the world's major car companies are
currently building more hydrogen fuel cell cars than any other kind. Also, as
mentioned above, governments throughout the world are showing a significant
interest in this issue and are battling to make a significant, recognized impact.

In countries like the USA, Europe and China a series of Hydrogen Highways need to
be implemented in order to give the population a realistic choice when they
purchase a car. This should mean that owning a hydrogen-powered car will not be a
disadvantage and that it will be as easy to refuel as it is currently. Any type of model
and engine size will be available, so that all customer requirements can be fulfilled,
ensuring that the car industries don't loose out. For companies, it currently does not
seem as though they would witness a problem as BMW showed in their 9th world
record. BP and Chevron have already shown an interest in Hydrogen Fuelling
Stations so they would have to adapt in order to keep their stakeholders happy and
their profits up.

The Sustainable Life Cycle

In the case of the hydrogen stations the concept of the product is to distribute
hydrogen as a fuel, as it reduces carbon emissions and therefore has a positive effect
on the environment. A too high percentage of carbon dioxide in the atmosphere
could influence the temperatures in the atmosphere and could cause severe

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damages to the environment. Additionally, petrol, which is the current way of

powering engines, will be close to running out by the time we reach 2040 and the
concept of finding a renewable resource is a sustainable approach to enhance future
logistics.

The Production of hydrogen is definitely more beneficial to the planet compared to

the production of petrol, as hydrogen is a renewable resource and one of the most
common elements on the planet as it is contained in any form of water. Hydrogen
can be obtained by using electrolysis, which is the process of separating the
hydrogen from the oxygen. The Electrolyser can be powered by gaining energy from
solar power, which is a much more clean way of producing the fuelling product that
by refining oil.

In terms of transportation, the Hydrogen station is very sustainable as it does not

require any additional material from elsewhere and the Hydrogen itself can be
produced on site according to demand. The impact on the environment and
infrastructure as a result of transportation is therefore eliminated. Additionally, the
company will be able to benefit from this system, as unlike with petrol, the fuel has
to be transported over long distances.

In terms of retail, the hydrogen station can produce exactly the amount of hydrogen
needed and therefore promote a more efficient way of using the resource. Since the
main hydrogen station is based on having a building that is self-sustained and almost
works like a living organism, retail impact diminishes.

The use of hydrogen is one of the most sustainable methods that can be thought of.
There are no carbon emissions and the water that is produced from the product
utilisation can be used as a cooler for the engine. Furthermore since end emissions
are water based, there are no environmental impacts apart from the actual pressure
on the infrastructure.

Additionally, the production of hydrogen is much cheaper than the production of

petrol, which results in a lower retail. This will benefit society, as money gained from
the change of petrol driven cars to hydrogen cars can be invested into other daily

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requirements such as mortgage payments. This is one of the main attractions of

hydrogen-based transportation for the community, as people always try to be more
efficient in term of spending. Since hydrogen is a natural product is retransformed
into its original form after used within the engine. This is already produced by the
use of the hydrogen in the engine can be used to for example cool the engine or
something else with a similar function.

Drivers and Barriers

For our project to take place, we assessed different drivers and Barriers to the
successful implementation of it.

Drivers Barriers
Prices to drop Expensive

No Carbon emissions Chicken and egg situation

Local labor Use of water difficult

No transportation Overheat because of usage

Stop inequalities between countries

For the Hydrogen Station and the overall Hydrogen Transportation system following
drivers and barriers were identified. One of the main benefits of introducing a
hydrogen system is that the prices for fuel in general are going to drop, as it is less
expensive to produce hydrogen compared to petrol, as no expensive refining of the
natural resource and the transportation have to be taken care of. Additionally,
hydrogen is a common resource which also reduces the price. However, the initial
implementation of the system will be at a high cost which is one of the main barriers
to setting up a more sustainable approach to private and public transportation.
Furthermore, there are no carbon emissions that result from using Hydrogen Cars or
the sustainable Hydrogen Stations. However, the system is left with the problem of a
chicken and egg situation, in which it is unclear of what existed first. It is important
to remember that at the current point in time there are barely any hydrogen stations

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and barely any hydrogen cars, so who would invest into hydrogen stations if there
are no hydrogen cars and who would invest in hydrogen cars if there are no
hydrogen stations? This is one of the main barriers that have to be faced when being
implemented. This can be overcome by having the car industry, the hydrogen fuel
industry and the governments work together. Furthermore, drivers to the project are
that it creates local labor in all areas around the world since many hydrogen stations
will be required. Since the hydrogen stations are self-sustained transportation cost
and impact is eliminated, yet there might be a problem of ensuring that enough
water can be found everywhere the system is implemented. Another problem that
might arise is that the water vapor that is created through the use of the combustion
engine may lead to an overheating of the atmosphere, yet car companies may
develop a system of using this water vapor in the process such as maybe using it to
cool down the engine. Furthermore, the hydrogen system may finally resolve the
issues of inequality that currently exists between countries that have oil and that do
not, as most countries will then be able to compete which once more will drive down
the cost of hydrogen, which is beneficial for the customers.

Global expansion through Timeline

We want to take it as globally as possible, as we want it to make a difference and it

can’t change the world if it stays in isolation in a small part of a country. However we
understand that it will take time for us to develop it on a global scale. We have put
together this timeline to help us show how we believe the implementation will
happen through which countries at what time.

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Competitors Timeline

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Hydrogen Timeline

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Marketing and sales

In order for us to go global, we need a strong marketing strategy for us to persuade

people that our product can actually help everybody’s life. We are going to be
introducing an abundance of hydrogen fueling stations in the United States and
Canada, Japan, and Western Europe. Each one of these cultures uses different types
of marketing media in some way. The consumers that we are hoping to target are
people who drive a car (essentially all consumer demographics apart from children).
This has been indicated by the driving ages in the countries:

 North America – 15/16 years old

 Japan and China – 18 years old
 Western Europe – 16/17 years old

Consumers will already know that oil resources are depleting and there needs to be
a different and more efficient way of powering vehicles. The tricky part of marketing
hydrogen is that some people are attracted to the idea of being sustainable and
environmentally friendly, but the rest are averted to this and want things “the way
they have always been”. These consumers are afraid of change. What needs to be
communicated to the consumer is that hydrogen is now the “in” thing. Its new, its
cool and its slightly different but nothing really is changing. Hydrogen can be put into
a car the same way gasoline is, whereas electric cars have to be charged. To the
consumers who fear change, hydrogen would be more of a comfortable shift for
them than electric cars. Another aspect to communicate to the consumer is that it’s
not bad for the environment.

In North America, the average family has 2 cars per household and there are a total
of 10 trillion passenger-kilometers per year in the USA and Canada with a growth
rate of 1.2% annually. These countries rely more on driving than any other, so having
a nation-wide campaign will be vital. Europe is not that much different from North
America, as there are more than 250 million cars in Europe. The average annual
distance that is traveled by car in the European Union is 14,000 kilometers per year.
Japan also has over 11 million vehicles on its roads, which is a lot for such a small

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country in comparison to others. From these figures, one can deduce that car travel
is an essential aspect of transportation in the EU, North America and Japan.

The way in which to market to all countries is through a world-wide campaign with a
slogan that is understood by all people and not offensive, but still gets the point
across. One option, which would work best in North America because of the catchy
slogan and slightly humorous comparison, is:

Let fossils for the past… Take Hydrogen for your future

This slogan shows that Fossil fuels are in the past with the fossil dinosaurs and
hydrogen is the new fossil fuel. The pictures will make it more understandable for
different people and of different ages. The person actually filling up their car with
hydrogen shows that the process is no different than what people are actually used
to. This will hopefully reduce some fear of change in consumers.

One other option is to get more serious markets with factual information such as:

 The total worldwide amount of fuel will be 1.3 trillion liters by 2030
 The total worldwide amount of alternatives will be 3.4 trillion liters by 2030

GO BLUE… USE HYDROGEN

This information provides the “shock” factor that some consumers need in order to
realize that there is a change-taking place. Either one of these, or both of these
campaigns can take place worldwide and should have an equal effect on all markets.
Marketing this product will take place in North America first, because of the Clarity
car that is out now. It will then take place in Japan, because that is where many cars

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are manufactured and they like to stay “on top of the game”, and finally Western
Europe.

Conclusion

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