Hydrogen fuel-cell vehicles aren’t exactly cheap to own or run— If you take them at face value.

The two modest fuel-cell models you can currently purchase (versus lease) both carry luxury-vehicle prices: a base $59,430 for the 2019 Toyota Mirai and a base $59,345 for the eco-focused Hyundai Nexo Blue . Trade-in or resale value remains an unknown. And at the last time we filled with hydrogen, last October, it cost $17.49 per kilogram—potentially up to a $75 fill for the 312-mile Mirai or a $110 fill for the 380-mile Nexo Blue.

However, today’s fuel-cell vehicles live in a world that turns a blind eye on face value . Highly subsidized leases factor in at $349 and $399 per month for the Mirai and Nexo, respectively, or $379 for the other lease-only alternative, the Honda Clarity Fuel Cell. And all three include a big bank of subsidized hydrogen that will help ease at least the cost concern of refueling.

It follows that Toyota, which has been offering its Mirai for sale for several years, leases 95 to 99 percent of its fuel-cell vehicles. But now with multiple discounts, Toyota may be seeing if it can get any more takers on the idea of buying a Mirai.

As our partners at CarsDirect pointed out late last week, Toyota is offering a mammoth new dealer cash incentive of $15,000 on the Mirai.

Toyota Mirai emissions-scrubbing billboard

The deep discount is, from what we can tell, exclusive to the Bay Area—where, oddly, there’s currently a severe […]

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