Demonstrations and marketing strategies of hydrogen fuel cell vehicles in China

Of the current new energy vehicles aiming to solve global energy depletion and greenhouse gas emission, the hydrogen fuel cell vehicle is well-reputed for its zero emission, high energy efficiency and recyclable energy resources. Recently, many demonstration projects have been established in China to promote the production and marketing of new energy vehicles, to explore their economical, technical and political feasibility and to detect technological flaws and design deficiency. Thus, the paper tends to explore these demonstration projects of hydrogen fuel cell vehicles and their marketing strategies in China. After analysing the significance, history, and pattern of these demonstration projects, the paper reviews various cases such as Beijing Olympic Games, Shanghai World Expo, Guangzhou Asian Games, Shenzhen Universiade and project Thousand New Energy Vehicles in Ten Cities. Finally, after giving some advice on the infrastructure (refuelling station and delivery truck) and marketing strategies, the paper predicts the market prospects of the hydrogen fuel cell vehicle. The paper, as the first elaboration on the relationship between the demonstration and the marketing of the new energy vehicles, comes to the conclusion that the demonstration of the new energy vehicle is an essential process for its exploration and marketing.