Amid Hybrid Hype, a Lonely Advocate of Fuel Cells

No longer sexy, fuel cells have been eclipsed in the media's mind and, thus, in the mind of the public, by gas- and diesel-electric hybrid technology.

Published: 17-Jan-2006

It was a tough sell. But Noordin Nanji, marketing vice president of Ballard Power Systems Inc., was determined.

Accompanied by his publicist, Rebecca Young, Nanji walked the floors of the sprawling Cobo Center here, collaring journalists attending the North American International Auto Show to make his pitch. He was pushing fuel cells, specifically proton-exchange-membrane fuel cells produced by his company, with headquarters in Burnaby, British Columbia.

The problem is that fuel cells are no longer sexy. They've been eclipsed in the media's mind and, thus, in the mind of the public, by gas- and diesel-electric hybrid technology.

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