The Hyundai Tucson Fuel Cell crossover may have beaten hydrogen cars from Toyota and Honda into showrooms, but having the segment to itself hasn't necessarily made things easy for Hyundai.
The carmaker is taking action in its home market to make its fuel-cell vehicle more attractive in spite of a lack of infrastructure to support it.
Hyundai will reduce the price of the Korean-market Tucson Fuel Cell--known there and in other markets as the ix35 Fuel Cell--to 85 million won, or about $77,189 at current exchange rates, according to Reuters.
This represents a price cut of 43 percent, according to Reuters, meaning the original price was 150 million won ($138,150).
2015 Hyundai Tucson Fuel Cell at hydrogen fueling station, Fountain Valley, CA
In comparison, the Toyota Mirai fuel-cell sedan is currently on sale in Japan for the equivalent of $56,934, before any of the country's generous government incentives are applied.
In addition to what seems like a fairly high price, the Tucson Fuel Cell is hampered in its home market by a lack of hydrogen fueling stations.
That may be a bit of an understatement, actually. There is only a single hydrogen station currently operating in all of South Korea.
A second station is expected to open in the first half of this year, and the South Korean government hopes to have 200 operational stations covering the bulk of the country by 2025.
First 2015 Hyundai Tucson Fuel Cell delivered to lessee at Tustin Hyundai, June 2014
Hyundai says it has delivered 200 Tucson Fuel Cell crossovers globally so far, encompassing both vehicles leased by governments and those delivered to individuals.
That includes 54 deliveries in the U.S. for 2014. The Tucson Fuel Cell is currently available for lease only, and only in select regions of California.
Hyundai may be off to a measured start with the Tucson Fuel Cell, but the carmaker--along with sister brand Kia--plans to take the number-two slot in green-car sales by 2020.
As part of its strategy to reach that goal, Hyundai will launch at least one more fuel-cell car by then--as well as numerous hybrids, plug-in hybrids, and battery-electric cars.