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Fuel cell power for cars appears to be the most promising alternative power-train technology. It is not alone in being touted as a likely successor to the diesel or gasoline fuelled internal combustion engine (ICE). What makes a significant difference is the extent of support that has been recently offered by vehicle manufacturers from their own research and development budgets. In spite of investment and strong interest to get fuel cell powered vehicles into the market there remain a series of question marks over the concept of fuel cell powered cars. Some concern technology - can fuel cells deliver an efficiency which meets performance criteria? Others are social and concerned with the acceptability of the car to the buying public and its green credentials. While the technical issues are the subject of a number of development programs, the other issues lie in the domain of marketing and the forming of public opinion.