Because people naturally resist what is new and different the consumer will be the ultimate roadblock in implementing the Hydrogen economy faster. We've already seen what happened with Diesel. Go back 20 years. Despite the fact that diesel engines are very similar to gasoline engines and that diesel engines offer very significant mileage benefits, consumers were reluctant to change. Diesels are very popular in Europe but Americans put a priority on quiet efficient automobiles and that's something a Diesel cannot deliver.
Diesels are smelly and they cost more to operate.
And, with gasoline prices so low in the U.S., there is very little motivation to buy one. Today, we've got a new technology where the benefit is to the environment and not to the pocketbook, so fuel cell technology is going to be an even harder sell. It will be a long while before we see them go mainstream. Click to hear more Electric vehicles provide yet another good example of how American consumers seem to reject all that is different and new. Electric vehicles, such as the EV1, are nice cars, but GM can't get anyone to buy them.