Toyota was the first to put a commercial fuel cell powered car on the road and I have no doubt that Toyota will continue to be in the front lines in the development of competitive fuel cell vehicles.
In addition to this they already have a fuel cell car on the road in Japan. It is subsidized from within the corporation because they are still at a high cost.
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I borrowed my friend's car the other day in an attempt to persuade my husband that we needed a car and literally this is true in the first day of borrowing the car I got three tickets and I rear-ended it.