Fuel cells generate electricity through an electrochemical reaction between hydrogen and oxygen. Proton exchange membrane fuel cells (PEMFCs) are well-suited for automotive applications due to their scalability, suitability for dynamic operations, and use of hydrogen as an energy source. Major automakers are developing fuel cell vehicles with initial market introductions planned from 2012-2015. Significant cost reductions are still needed, but mass production and materials innovations are expected to lower fuel cell costs by 75-95% by 2020-2050.