Toyota Fuel Cell Sedan

The exterior design of the Toyota Fuel Cell Sedan has been unveiled and, much to our disappointment, it appears to be a productionized version of last year's FCV concept, a car we felt one of the least impressive of 2013 in terms of design resolution.

The Fuel Cell Sedan retains the FCV's gaping lower mask gills that appear to be blanked-off in this instance. They lend the car a very aggressive, hungry face – surely a negative message for a car that majors on a technology that promises to be incredibly efficient and environmentally-friendly. These triangular 'intakes' form the leading edge of the front fender surfaces that set up a bow-wave surfacing treatment intended to represent the water the fuel cell emits.

As a theme this is compelling. However, the static stance of the car – with very long, equal-length front and rear overhangs – combined with the lower body's visual weight, gives the appearance of heaviness and lethargy. Again, the wrong message for a revolutionary propulsion system.

Other elements such as the floating hood surface and cant rails, as well as the stratified rear lamp graphics add to the car's character and distinctiveness, and Toyota should be applauded for doing so after a lifetime of criticizm of its designs' blandness.

And of course Toyota will argue that people will be compelled to buy (or perhaps lease, rent etc.) the Fuel Cell Sedan on the merit of its undoubtedly brilliant technology alone. However the frustration is that this poor level of design communication may well prove a repellant for many when there was a clear opportunity to compel when the car goes on sale next year.

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