• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia
Toyota

This Could be Toyota’s Next Big Car—Someday

By
Sue Callaway
Sue Callaway
Down Arrow Button Icon
By
Sue Callaway
Sue Callaway
Down Arrow Button Icon
November 5, 2015, 9:20 AM ET

I appreciate it when car companies take big brave pills—something that doesn’t happen often enough. Ford did when it decided to make its best-selling vehicle, the F-150 pickup truck, out of aluminum. Toyota (TM) can take credit for a few such leading/bleeding-edge moments, too. The carmaker put the first production hybrid, the Prius, on Japanese roads in 1997. And now the company aspires to be a world leader in hydrogen fuel cell vehicles. To that end, it is now offering U.S. consumers the ability to purchase or lease its first production FCV, the Mirai—in California only for the moment, based on the availability of hydrogen stations.

As carmakers continue a never-ending quest for the holy grail of fuel efficiency—high miles per gallon equivalent and a 100% clean output—the first element on the periodic table and most prevalent in the universe, hydrogen, has always held allure. And while hydrogen fuel cells have been around a long time, the extreme cost of the hardware has made progress slow. I drove Ford’s first version back in the late ‘90s—with care, as I was told $23 million had gone into its build. Two years ago, BMW and Toyota announced a long-term partnership on fuel cell technology in an effort to share development costs. On Toyota’s side, the Mirai is the first product to hit the mass market.

I drove a pre-production Mirai recently and was instantly impressed with several features. First, there’s nothing remotely alien about the experience. There’s a simple start/stop button, a traditional gear selector knob (which will look familiar to Prius fans), and all the normal Toyota electronic bells and whistles. Instead of a hybrid graphic showing the gas and electric systems engaging and disengaging, there’s a new one that shows the flow of air that contains oxygen coming together with hydrogen and producing water (and electricity), which is how a fuel cell works. The seats, which use a new molding system, are sleek and comfortable.

Even the refueling process, if you are lucky enough to have a hydrogen station nearby, is familiar. Just as with gasoline, you pay at the pump, release the handle and insert filler into the hydrogen port. It seals, fills, and then beeps when done. The grand plan is to build out the hydrogen highway, adding pumps to traditional gas stations to make the routine as similar to what consumers are used to doing today as possible.

With a zero to 60 of about 9 seconds, the 4,078-lb. Mirai isn’t exactly a sports car and doesn’t have the lightning acceleration of a Tesla (TSLA) Model S. But both cars have roughly a 300-mile range. The Mirai has two tanks that each hold 16 gallons of compressed hydrogen; it takes up to five minutes to fill both, while the Model S requires one hour of charging for each 58 miles of range using a 240-volt wall charger. (a Tesla supercharger can do a half-charge in 20 minutes.) Another big difference lies in the price tag: At $45,000 (after federal and California tax incentives), the Mirai costs half that of a Model S. And Toyota is offering buyers and leasers their first three years’ worth of fuel free, too, no limits. (Currently, the cost of hydrogen is $10-$12/gal, but Toyota expects that to drop to gasoline price levels within the next few years.)

Given how important it is for Toyota to help consumers have a positive ownership experience, I’d be surprised if any little (or big) problems aren’t solved quickly and quietly for early adopters. The Mirai has an eight-year, 100,000 mile warranty on the fuel cell system specifically, and a five-year, 60,000-mile warranty on the rest of the power train components.

A head-on view of the Mirai's flared nostrils.
A head-on view of the Mirai’s flared nostrils.Courtesy of Toyota

 

The Mirai’s looks are contentious, to be sure. To my eye, the car’s lines are so much more extreme than a Prius that the sharply chiseled shape becomes a positive—especially the ludicrously large “nostrils” on the front needed to inhale vast amounts of air.

Perhaps my favorite feature is a little button on the instrument panel that says “H2O.” Toyota suggests pushing it a block or two before you reach home to park. The car releases the water that’s been produced onboard—just under 1 cup per mile driven—which is a byproduct (the only one other than heat) of the Mirai’s onboard electricity production. That way, it won’t leave a puddle on your garage floor.

I think Toyota should manufacture a little watering can to fit under the tailpipe to collect the water. Then it can be used to nourish plants instead of just wetting streets—yet another green positive for this brave new technology.

About the Author
By Sue Callaway
See full bioRight Arrow Button Icon

Latest in

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • Future 50
  • World’s Most Admired Companies
  • See All Rankings
Sections
  • Finance
  • Leadership
  • Success
  • Tech
  • Asia
  • Europe
  • Environment
  • Fortune Crypto
  • Health
  • Retail
  • Lifestyle
  • Politics
  • Newsletters
  • Magazine
  • Features
  • Commentary
  • Mpw
  • CEO Initiative
  • Conferences
  • Personal Finance
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
About Us
  • About Us
  • Editorial Calendar
  • Press Center
  • Work At Fortune
  • Diversity And Inclusion
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • Pinterest icon

Latest in

NewslettersMPW Daily
Trump Accounts, Epstein files and GLP-1s: 3 Super Bowl ads that reflect today’s biggest conversations
By Emma HinchliffeFebruary 9, 2026
26 minutes ago
trump
Economyaffordability
Top analyst: Trump’s economy marked by ‘soggy consumption, weak job gains and a sour public mood’
By Nick LichtenbergFebruary 9, 2026
34 minutes ago
arnold
North AmericaObituary
3 Doors Down singer Brad Arnold, famous for ‘Kryptonite’ hit in 1995, dead at 47 of kidney cancer
By The Associated PressFebruary 9, 2026
43 minutes ago
lai
AsiaHong Kong
Hong Kong tycoon and pro-democracy activist Jimmy Lai slapped with 20 years in prison
By Kanis Leung and The Associated PressFebruary 9, 2026
45 minutes ago
Personal FinanceLoans
Personal loan APRs on Feb. 9, 2026
By Glen Luke FlanaganFebruary 9, 2026
2 hours ago
super bowl
CommentaryAdvertising
The Super Bowl reveals a dangerous gap in corporate strategy 
By Christopher VollmerFebruary 9, 2026
2 hours ago

Most Popular

placeholder alt text
Economy
Elon Musk warns the U.S. is '1,000% going to go bankrupt' unless AI and robotics save the economy from crushing debt
By Jason MaFebruary 7, 2026
2 days ago
placeholder alt text
Economy
Russian officials are warning Putin that a financial crisis could arrive this summer, report says, while his war on Ukraine becomes too big to fail
By Jason MaFebruary 8, 2026
19 hours ago
placeholder alt text
Commentary
America marks its 250th birthday with a fading dream—the first time that younger generations will make less than their parents
By Mark Robert Rank and The ConversationFebruary 8, 2026
1 day ago
placeholder alt text
Success
Gen Z Patriots quarterback Drake Maye still drives a 2015 pickup truck even after it broke down on the highway—despite his $37 million contract
By Sasha RogelbergFebruary 7, 2026
2 days ago
placeholder alt text
Commentary
We studied 70 countries' economic data for the last 60 years and something big about market crashes changed 25 years ago
By Josh Ederington, Jenny Minier and The ConversationFebruary 8, 2026
1 day ago
placeholder alt text
Personal Finance
Tom Brady is making 15 times more as a commentator than he did playing in the big game thanks to $375 million contract 
By Eva RoytburgFebruary 8, 2026
1 day ago

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.