With the objective of identifying the hurdles currently preventing a widespread application of fuel cell technology in passenger cars an assessment of technical and economic parameters is carried out. Patent and publication analysis is used to assess current status of fuel cell technology regarding its position on technology life cycle. S-curve methodology leads to the conclusion that further scientific activity is to be expected but for today's low-temperature PEM fuel cell technology might level by 2015. Technical analysis identifies power density and platinum loading as parameters for which further improvements are necessary in order to satisfy future customer needs. A detailed cost evaluation suggests that in future for high production volumes (approx. 1 million vehicles cumulative) significantly lower costs for fuel cell stacks (12–40$kW−1) and systems (35–83$kW−1) will be viable. Reducing costs to such a level will have to be the main focus for upcoming research activities in order to make fuel cell driven road vehicles a competitive alternative.