Free fuel will help sell Toyota's fuel-cell car Mirai

Chris Woodyard | USA TODAY

When Toyota's new fuel-cell vehicle goes on sale in October, drivers will receive an inducement that might help make up for having relatively few places to go for a fill-up.

They'll get free fuel.

The freebie is aimed at early adopters, individuals willing to plunk down about $57,500 for the new Mirai, which runs on hydrogen and emits only water vapor, says Mark Oldenburg, Toyota's national fleet marketing manager.

Hyundai has leased about 70 of the fuel-cell version of its Tucson SUV since last year, also offering free hydrogen. Honda also plans to field a new generation of hydrogen-powered fuel-cell vehicles.

But access to fuel remains an issue. Oldenburg says California has nine hydrogen filling stations. There could be 20 by the end of the year.

Still, few places to refuel presents a problem for launching the car.

Toyota, however, is serious. It's putting a lot of backing behind the car, offering other goodies, as well, like an around-the-clock "concierge," roadside assistance and an eight-year, 100,000-mile warranty on the fuel cell.

Sales expectations are modest. Toyota expects sales of only about 200 this year and a total of 3,000 by the end of 2017. About a quarter will be snatched up by corporate or government fleets, but that's an educated guess, Oldenburg says.

Who will buy it?

Mostly men in their 50s, those with an interest or background in science and technology. The goal, Oldenburg told auto writers in the Motor Press Guild in Los Angeles, is to "build a community of early adaptors."