2007
Worldwide Fuel Cell
Industry Survey
Methodology
Methodology
Provision of data
The US Fuel Cell Council (USFCC), Fuel Cell
Europe and the Fuel Cell Commercialization
Conference of Japan (FCCJ) asked the
members of the fuel cell industry to
voluntarily supply information on their fuel
cell activities in the areas of Corporate
Profile, Sales, Research & Development
(R&D) Expenditure and Employees to
PricewaterhouseCoopers. This data was
combined with similar information supplied
by members of Hydrogen & Fuel Cells
Canada (H2FCC) and reported in the 2007
Canadian Hydrogen and Fuel Cell Sector
Profile. The 2007 Worldwide Fuel Cell
Industry Survey presents aggregate results
from these sources.
Figures presented for 2006 were collected
by a web-based survey in 2007/08. Figures
presented for 2005 are as reported in
the 2006 Industry Survey and therefore
may not be fully comparable due to
differing respondents and/or basis for
individual responses.
Aggregation of results
In order to protect the confidentiality of
respondents, all results are reported in
aggregate and a “50% rule” has been
applied. Under this rule, results are not
reported where a single respondent provided
50% or more of the data for any specific
category of Sales, R&D Expenditure or
Employees. While totals were not affected,
a number of countries have been excluded
from the geographic analysis due to breaches
of this rule (displayed as part of region /
other category).
Financial data is expressed in US dollars.
Responses were not challenged, tested
or audited.
2 | 2007 Worldwide Fuel Cell Industry Survey
For Europe and Japan, data was provided by
corporate enterprises only. North America
data was also provided by government,
academic and nonprofit organizations.
Not all respondents provided information for
every category requested. No investigation
was conducted as to the completeness of the
data provided or reasons for non-provision.
Response profile by region
USFCC
68 (37%)
Canada
54 (30%)
EU
37 (20%)
Japan
23 (13%)
Response Rate
For the 2007 survey, the Associations
developed an industry member ‘top priority’
list, consisting of organizations identified
as being key industry players in the fuel cell
sector (ie. with intensive activities in R&D,
sales and employment).
For this survey to be representative of the
sector, a minimum of half the top priority
list was required to participate for each
geographic region. 89 responses were
received, representing a response rate of
62% of the priority organizations.
All association members were invited
to participate. Along with the members
on the priority list, 93 additional
organizations responded.
Overall a total of 182 organizations
participated in the survey.
2007 Worldwide Fuel Cell
Industry Survey
As world population and demand for energy continues to increase, fuel cell organizations are providing
products and solutions to satisfy customers’ needs for clean, efficient and sustainable power. As fuel cell
powered buses, forklift trucks, mobile devices, residential, commercial and industrial co-generation, and
back-up power systems can be seen to be coming to market, the comprehensive data provided in the
report is a valuable tool to track this evolving industry sector.
Summary results
The Worldwide Fuel Cell Industry Survey is a collaborative effort by the leading fuel cell industry
associations in USA, Canada, Europe and Japan to increase awareness of the industry’s progress
and achievements.
Sales have increased by 10% from
$353 million in 2005 to $387 million
in 2006.
The Worldwide survey, now in it’s fourth year of publication, provides a profile of the organizations
involved in the industry and reports on three key indicators of industry performance: Sales, R&D
Expenditure and Employment. This year for the first time, data and trends can be presented on a global
basis spanning four years.
R&D Expenditure increased 4% from
$796 million in 2005 to $829 million
in 2006.
This information will provide industry stakeholders with the most comprehensive picture of the global
industry to date, and assist in future benchmarking and trend analysis as the sector matures.
Employees increased 22% from
7,074 in 2005 to 8,647 in 2006.
The 2007 Worldwide Fuel Cell
Industry Survey shows a growing
sector between 2005 and 2006.
As in previous years, PricewaterhouseCoopers was retained as the independent survey administrator in
order to maintain the confidentiality of respondents’ data.
2007 Worldwide Fuel Cell Industry Survey | 3
Corporate Profile
Organization type
Area of expertise
Educational
organization
Non-profit
organization 8 (4%)
10 (6%)
Headquarters of fuel cell activities
Utility
Division/Subsidiary
of public company
63 (35%)
Non-government
organization
17 (9%)
Nordic Countries
5 (3%)
6 (2%)
Fuel Cell user
The Netherlands
4 (2%)
22 (8%)
Professional services provider
Private company
17 (9%)
USA
56 (31%)
Germany
42 (15%)
Fuel Cell distributor or agent
20 (11%)
21 (7%)
Fuel Cell developer or
manufacturer
0
Europe/Other
8 (4%)
46 (16%)
Supplier or developer or
manufacturer
Public company
46 (25%)
Not reported
6 (4%)
UK
6 (3%)
26 (9%)
Research organization
Government &
government agencies
21 (12%)
Asia/Other
4 (2%)
57 (19%)
Other
69 (24%)
10
20
30
40
50
60
70
Respondents may be included in several categories
Japan
22 (12%)
Canada
51 (28%)
Organization type
Area of expertise
Headquarters of fuel cell activities
More than half (60%) of the respondents
to this survey are a public company or a
division or subsidiary thereof. The remainder
are private companies or represent the
government, academia and non-profit sectors.
Fuel cell developers and manufacturers made
up almost a quarter (24%) of the respondents.
Research organizations featured prominently
at 16%, as did suppliers or developers or
manufacturers at 15%. The categories of
professional services provider, fuel cell user,
fuel cell distributor/agent and utility each had
respondents accounting for less than 10% of
overall responses.
Over half (59%) of the respondents reported
headquarters of fuel cell activities in
North America.
Number of years involved in fuel cell activities
Not provided
5 (3%)
>20 Years
21 (11%)
<5 Years
23 (13%)
11-20 Years
48 (26%)
5-10 Years
85 (47%)
Number of years involved in
fuel cell activities
Over half of the respondents (60%) have been
involved in fuel cell related activities for ten
years or less, illustrating how young a sector
the fuel cell industry still is.
4 | 2007 Worldwide Fuel Cell Industry Survey
Other prominent headquarters for fuel cell
activities were represented by Japan (12%)
and Germany (11%).
Location of fuel cell manufacturing and R&D activities
Technology focus
Market focus (by category)
Asia/Other
(16%)
Other
18 (7%)
Europe/Other
19 (8%)
Nordic Countries
6 (2%)
Canada
75 (29%)
The Netherlands
5 (2%)
UK
9 (3%)
(2%)
Alkaline
Vehicle drive
(1%)
89 (20%)
(3%)
Molten Carbonate
Japan
(50%)
Proton Exchange Membrane
USA
62 (23%)
Fueling
infrastructure
74 (17%)
(18%)
Solid Oxide
Germany
37 (14%)
Stationary
135 (32%)
(7%)
Direct Methanol
Direct Liquid
31 (12%)
Auxiliary power
units for vehicles
57 (13%)
(3%)
Phosphoric Acid
0
10
20
30
40
50 (%)
Portable
80 (18%)
Respondents may be included in several categories
Location of fuel cell manufacturing
and R&D activities
Outside of North America, Japan and
Germany feature prominently as locations
for fuel cell related manufacturing and/or
R&D activity.
Besides the UK, The Netherlands and Nordic
Countries of Finland, Denmark and Sweden,
additional activity in Europe was noted in
Belgium, France, Ireland, Italy, Switzerland,
and Spain.
Other activity in Asia was noted in Australia,
China, India, Korea, Malaysia, Singapore
and Taiwan.
Technology focus
Market focus
Proton Exchange Membrane technology
dominated the industry with half (50%) of the
respondents reporting this technology as
a key focus. Solid Oxide technology was at
18%, followed by Direct Methanol at 7%.
Stationary represented the main area
of market focus at 32%. Followed by
vehicle drive (20%), portable (18%), fueling
infrastructure (17%) and auxiliary power units
for vehicles at 13%.
Market focus (by regions)
Regions of response
Japan
Europe
Canada
55
17
30
33
Portable
42
2
16
20
Fueling Infrastructure
27
5
17
25
Vehicle Drive
28
10
15
36
Stationary
Auxiliary Power units for Vehicles
Total
US
33
1
23
-
185
35
101
114
2007 Worldwide Fuel Cell Industry Survey | 5
Key Industry Indicators
Sales by country
$ millions
R&D by country
$ millions
Employees by country
Asia/Other
9 (1%)
Europe/Other
Asia/Other
18 (7%)
Rest of World/Other
3 (1%)
19 (2%)
Nordic countries
12 (2%)
Rest of World/Other
19 (2%)
UK
11 (1%)
Europe/Other
Canada
132 (16%)
Japan
67 (9%)
35 (13%)
USA
120 (44%)
Canada
2 (1%)
Europe/Other
Asia/Other
305 (4%)
The Netherlands
136 (2%)
323 (4%)
Rest of World/Other
156 (2%)
UK
274 (3%)
Japan
506 (6%)
Germany
65 (8%)
USA
4,047 (51%)
Germany
Germany
27 (10%)
729 (9%)
Japan
65 (24%)
USA
Canada
1,540 (19%)
478 (59%)
Sales
R&D expenditures
Employees
A total of 69, or 38% of respondents provided
sales data. Reported fuel cell—related sales
from these respondents increased 10% from
$353 million in 2005 to $387 million in 2006.
A total of 111 participants, or 61% of
respondents, provided R&D expenditure
data. Total related R&D expenditure reported
by these participants was $796 million and
$829 million for 2005 and 2006 respectively
—representing a 4% increase.
The number of employees engaged in fuel
cell activities increased by 22% as figures
reported by respondents were 7,074 and
8,647 for 2005 and 2006 respectively.
Of this total, geographic data was provided
for $270 million.
The USA (44%), Japan (24%) and Germany
(10%), were the geographic regions posting
the highest sales.
The Europe/Other category includes a
number of countries with low levels of
reported sales activity including Belgium, The
Netherlands, Greece and Russia, as well as
a number of countries that did not pass the
“50% rule” including the United Kingdom,
France, Italy and Spain.
The Asia/Other category includes Australia
China, New Zealand and Taiwan.
6 | 2007 Worldwide Fuel Cell Industry Survey
Of the total $829 million R&D expenditure
reported for 2006, geographic data was
provided for $812 million.
A total of 139 participants, or 76% of
respondents, provided data on employees.
Of the total 8,647 reported employees
in 2006, geographic data was provided
for 8,016.
Growth since 2003
Growth chart (2003 - 2006)*
10,000
600
7,074
400
387
353
331
339
4,000
200
0
($ million)
8,000
6,000
6,305
659
6,350
716
796
800
829
8,647
1,000
2,000
2003
„ Sales
2004
„ R&D
2005
2006
„ Employees
* Historical data has been obtained from the 2005
and 2006 surveys.
0
(# people)
The initial Worldwide Fuel Cell Survey
conducted in 2004 (on 2002 and 2003 data)
provided the first industry driven initiative to
research and compile information globally on
key year-over-year financial and performance
measures for the benefit of all stakeholders
connected with the sector.
Although some data may not be fully
comparable due to differing organizations
responding year to year, growth in the
industry can be seen over the four year
period. The data supplied by these
respondents for the 4 years (2003 – 2006)
shows the following trends:
• Sales have increased 14% — from
$339 million in 2003 to $387 million in 2006
• R&D expenditures have grown 26% —
from $659 million in 2003 to $829 million
in 2006
• Employment in the industry has risen 36%
from 6,350 in 2003 to 8,647 in 2006
The associations would like to thank the
organizations that took part in this survey
and look forward to increased participation
in future editions.
2007 Worldwide Fuel Cell Industry Survey | 7
www.pwc.com
Contacts
© 2008 PricewaterhouseCoopers. All rights reserved. “PricewaterhouseCoopers” refers
to the network of member firms of PricewaterhouseCoopers International Limited, each
of which is a separate and independent legal entity.
US Fuel Cell Council
Robert Wichert
+1 916 966 9060
[email protected]
www.usfcc.com
Hydrogen & Fuel Cells Canada
John Tak
+1 604 822 9849
[email protected]
www.h2fcc.ca
Fuel Cell Europe
Patrick Maio
+32 22 11 34 11
[email protected]
www.fuelcelleurope.org
Fuel Cell Commercialization
Conference of Japan
Makoto Ueno
+81 3 5979 7355
[email protected]
www.fccj.jp
PricewaterhouseCoopers LLP
Alastair Nimmons
+1 604 806 7620
[email protected]
www.pwc.com