The company has reportedly received 1,500 orders in Japan alone, however the fuel-cell cars are currently being produced at the former Lexus LFA factory at a rate of just three units per day.
Some buyers at the back of the list are said to have been warned of a three-year wait for their fuel-cell cars, suggesting the existing orders will not be fulfilled until 2018 or later, according to a Wall Street Journal report.
“We are launching cautiously by thoroughly manufacturing each and every car to ensure a high level of quality, so the production volume is limited,” the company said in a statement.
Production is expected to jump from just 700 vehicles in 2015 to thousands of units in 2016 and 2017. Ramping up will likely be necessary for Toyota to lower costs and retail prices for the technology. The Mirai will cost $57,500 in the US market, and its luxury-level retail price tag is believed to be well below the actual production cost.
The company is reportedly aiming to eventually bring the retail price down to a level that is competitive with diesel cars, and presumably make a profit on each unit sold.
“We are targeting down to the same level as a diesel with a particulate filter,” said Katsuhiko Hirose, general manager of Toyota’s fuel-cell division, according to a statement published by Automotive News.
Hirose suggests widespread market adoption of fuel-cell technology will likely take 10-15 years, similar to the growth rate of hybrid technology, however other companies are betting on ever-cheaper battery technology to maintain its lead in the EV market.
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