Off-road vehicle manufacturer Ineos is facing the challenge of meeting emissions regulations while providing a classic off-road experience for customers. While some brands are opting for plug-in hybrids or range extenders, Ineos is strategically looking towards hydrogen fuel cells for long-term solutions. Ineos acknowledges the potential of hydrogen in Australia due to its long distances and heavy transport needs. The brand's insight as an energy and chemical company positions it well for commercializing hydrogen technology, although infrastructure remains a barrier. Ineos aims to produce green hydrogen for its fuel-cell vehicles to ensure truly zero-emissions operation. While hydrogen is less energy-efficient than batteries, its storage and scalability advantages make it a promising alternative. However, mass market availability of fuel-cell vehicles is not expected until after 2030. The article highlights the importance of green hydrogen production for making hydrogen fuel a viable and sustainable option for the automotive industry.