Fuel cell electric vehicles (FCEVs) have been considered as the future vision for the automotive industry. An increasing number of concepts and prototypes have been introduced in the last decade. In parallel with the technological development, recent discussions about global warming and climate change bring public support for emission free vehicles. Despite of the advancements and support, the speed of introduction of FCEVs is still not at the desirable levels. From a transition management perspective, the present paper seeks to answer the underlying factors behind the implementation of the FCEVs. The discussion goes beyond a technical one to cover broad factors and interests of stakeholders with an ‘eagle-eye view’. Following a discussion the key drivers of change for the FCEV sector and wild cards with disruptive effects, the paper proposes a strategic roadmap template to set an agenda for a successful transition towards FCEVs.