Until now most FC powered vehicles have been developed with the aim to substitute cars with internal combustion engines in the medium-size range. However, expected FC vehicle’s retail prices in the medium-size and –price range might be too high to easily compete with ICE vehicles. To overcome this issue regarding the development of a market for FC vehicles, it would make sense to develop new product concepts for FC powered means of transport. For this purpose 15 product concepts based on hydrogen technology have been designed by 30 master students of the Studies of Industrial Design Engineering at University of Twente (NL). The project aimed at developing a long term view on products which contribute to clean urban mobility. The concepts range from PEM powered vehicles to infrastructural solutions for commuter traffic. During the design process several innovative design methods were applied, among which lead user theory, platform driven product development, TRIZ, technology road mapping and visualized scenario development. Product concepts resulting from these methods appear to be different from those resulting from a common approach towards industial product development.

To enter a future market successfully industrial designers adapted to different innovation strategies leading to 6 product categories called Down-scaling, High-end Market, Transition, Water Transport, Extreme Innovation and Cultural Connection.

• Down-scaling is based on the strategy to decrease costs of a FC vehicle by diminishing the size of the expensive element, the FC system itself. 
• In the High-end Market, costs don’t matter. Vehicles such as SUVs can be found in this category.
• Transition; by the implementation of environmental policies in an existing market of ICE vehicles, a demand will be created for new products and services which support customers to adapt easily to the use of FC vehicles
• Assuming that FC boats are almost economically feasible yet, Water Transport is considered to be a separate product category.
• Extreme Innovation is applied to attract future customers to a new technology by eye-catching design and styling or by additional technical features.
• By Cultural Connection designers aim to socially connect FC vehicles by fitting them in a cultural setting.

The product concepts are illustrated by visual materials such as scenarios of specific use and high-key renderings.

Key words: PEM fuel cells, innovation, industrial design, urban mobility