Toyota is making a big push to sell its slow-selling Mirai hydrogen sedan by offering massive discounts of up to 49% off the original price. The Limited trim, which originally sold for $67,115, is now available for $33,000 cheaper at $34,115. The base XLE trim is also getting a significant price cut of $25,000, bringing the price down to $25,190. These discounts can be combined with zero percent financing for 72 months, making it an attractive offer for potential buyers.
In addition to the price cuts, Toyota is also throwing in $15,000 worth of hydrogen fuel for six years for Mirai buyers. This means that a Mirai Limited buyer could save up to $48,000, while a Mirai XLE buyer could save $37,000. These incentives are aimed at boosting sales of the Mirai, which have been disappointing so far. Toyota only sold 245 Mirai cars in the US through June, which is an 85.8% decrease compared to the same period last year. Last month, only 20 vehicles were sold, indicating the need for more aggressive marketing strategies.
Despite the poor sales performance, Toyota remains committed to hydrogen technology, as indicated in an email sent to Motor1 a few months ago. The company believes in the potential of hydrogen fuel cells as a clean and sustainable energy source for vehicles. Other automakers, such as Honda and Hyundai, also offer hydrogen-powered vehicles in the US market. Honda recently launched the CR-V e:FCEV plug-in hybrid, while Hyundai has the Nexo Fuel Cell available for sale.
Looking ahead, BMW is considering entering the hydrogen car market and is expected to make a decision later this year. If BMW decides to move forward, they could have a hydrogen car on the market before the end of the decade. This could pave the way for more automakers to introduce hydrogen-powered models in the 2030s, expanding the options for consumers looking for environmentally friendly vehicles. The future of hydrogen fuel cell technology in the automotive industry looks promising, with more advancements and offerings on the horizon.