The Head of Sales, Marketing, and Communication at Cellcentric, Joachim Ladra, has set a target of achieving a €6/kg total cost of ownership (TCO) for hydrogen fuel cell trucks by 2030. Speaking at the Hydrogen Technology Expo in Hamburg, Ladra emphasized that reaching this cost level would make hydrogen transportation competitive with diesel. He identified the current high cost of hydrogen as a major obstacle to the widespread use of fuel cell technology. Ladra highlighted long-haul transportation as a key sector that would greatly benefit from hydrogen fuel cell technology but stressed that cost reduction is essential for its success. The target of €6/kg TCO by 2030 is seen as a critical milestone to drive the adoption of hydrogen in the transportation sector. This initiative aims to enhance sustainability, reduce emissions, and promote the use of future technology in the industry. Ladra's positive outlook and strategic goal reflect a proactive approach towards making hydrogen a viable and competitive option for the future of transportation.