Hydrogen technology requires a well-organized industrial ecosystem, according to Joachim Ladra of cellcentric.

The much-anticipated breakthrough for hydrogen in industry has yet to materialize. This does not prevent cellcentric from continuing to develop the technology, applying it in the market for mobile and stationary H2 solutions, and helping to drive the further expansion of the H2 ecosystem. Joachim Ladra discusses the momentum the company aims to bring to the industry at HANNOVER MESSE 2026.

During our last conversation three years ago, you were convinced that hydrogen technology was poised for success: market readiness, infrastructure, political framework—everything seemed to be falling into place. So what slowed the market down?

I believe all three factors have actually developed in the right direction since then. Technological development has advanced further—our new generation of fuel cells is just one of many examples. A lot has happened in the area of infrastructure; hydrogen production capacities are being expanded, and political conditions have developed well. But I’ll admit: We haven’t yet found a way to break through the ceiling.

This isn’t due to a single missing factor, but rather to the fact that these factors are not yet sufficiently integrated with one another. To put it in a picture: The puzzle pieces are all on the table—but we haven’t yet neatly assembled them into a complete picture. Hydrogen is a new energy carrier that extends into various value-added sectors through different technologies. To be self-critical, we all underestimated the complexity behind it. So now, and still: roll up our sleeves.

We haven’t yet neatly fitted the puzzle pieces together into a complete picture.

Was a change in strategy therefore necessary at cellcentric? How do you view the postponement of the site expansion?

“Strategy change” might be an overstatement—but we’ve had to adjust our plans; that’s undeniable. On the product strategy level, we’ve abandoned the approach of bringing our 150-kW system into large-scale automotive production. Not because we don’t have a good product—quite the contrary; we’re very proud of the performance the system is delivering for customers today. But even the best product won’t be a commercial success if the conditions for its deployment aren’t yet in place.

For us, however, this didn’t mean sitting on our hands. Instead, we poured all the innovations we’d been able to develop in our pre-development divisions alongside series production directly into the next project. This is our NextGen system, which we will now present to the public for the first time as physical hardware at the 2026 Hannover Messe.

Our pilot factory in Esslingen, inaugurated in the summer of 2024, has been providing valuable services ever since. It is designed according to large-scale automotive production standards. When the market picks up, we can scale up quickly. And that is precisely why we are continuing to commit to our new location in Weilheim/Teck. Adapted to market demand, this will be the next phase of expansion.

The best product will not be a commercial success if the conditions for its use are not yet in place.

The Hannover Messe is not strictly a mobility trade fair. Does your presence here signal a new priority for stationary industrial applications?

In Hanover, our new physical hardware is the focus. However, we are deliberately presenting it not only for use in long-haul trucks, for which the hardware is optimized. This has always been a strategic rationale at cellcentric: to achieve economies of scale through high volumes in the commercial vehicle sector and beyond, in order to bring technology costs down to a competitive level. Based on its specifications, our NextGen system is also very well suited for other application areas: stationary power generation, industry, rail transport, coaches, and heavy off-road equipment. And yes: the entire hydrogen ecosystem is coming together in Hanover. We will make intensive use of the platform for discussions and for establishing and further developing partnerships.

What specific needs are you focusing on in the stationary and industrial sectors?

We see two avenues for hydrogen. The first: rising energy demand, which the power grid is struggling to keep up with in many parts of the world. Data centers are a prominent example—applications that must disconnect from the power grid to even meet their energy needs. This raises a serious question: diesel generators? A small power plant? Or hydrogen and fuel cells to generate energy locally that the grid cannot supply?

The second avenue is the factor of flexibility. Where there is initially no infrastructure at all because it has to be built first: on construction sites, for example, hydrogen and fuel cells are a very valuable solution.

We’re still in the race—on a technological level, we definitely still have a head start in Europe. The key word in this sentence is: “still.”

Energy is currently the hottest topic globally: How do you view the global markets for hydrogen technology?

The world has developed very diversely on this issue. In Europe, we have many promising initiatives—but we are moving extremely slowly. North America: The topic of decarbonization has slipped a bit down the political agenda. But our partners and customers there have by no means simply given up—they just have a different time horizon. Japan and Korea have always played a major role, but are grappling with similar challenges to those we face in Europe. And then there’s China: There, the puzzle is really coming together well at the moment—a clear economic policy approach, strong government backing, and well-thought-out coordination of the various sectors. China is the place on Earth where we already see hydrogen technologies in widespread use. Stimulated domestic demand enables scaling, allowing Chinese suppliers to offer high-quality products at very competitive prices on the global market within a few years. We are, in fact, in a race. On a technological level, we in Europe still have a head start. The emphasis is on: still.

Securing economic growth with renewable energy, developing the technology domestically, and becoming an energy exporter: Brazil is killing three birds with one stone!

Brazil is putting its hydrogen strategy in the spotlight at the Hannover Messe—and your two shareholders, Daimler Truck and the Volvo Group, already have a strong presence in Brazil. What does this mean for cellcentric?

In our view, activities aimed at hydrogen production, no matter where in the world, are extremely welcome. Even with a complete transition to renewables, Europe will remain dependent on energy imports. We simply do not have enough of our own renewable energy to satisfy our energy hunger. But: There are more places in the world where renewable energy can be generated than regions that have fossil fuels. And that also has geopolitical advantages. We’re not just talking about cellcentric fuel cells for trucks, trains, or stationary applications. We’re talking about steel, chemicals, glass—entire industries that can only find their path to decarbonization if hydrogen is available in sufficient volumes and at reasonable prices. Brazil is one of many countries that are positioning themselves extremely well as strategic partners for green hydrogen in the long term. Brazil is handling this very cleverly. With renewable energy, it can simultaneously secure its own economic growth, develop the technology domestically, and become an energy exporter to Europe and other parts of the world. Three birds with one stone! Yes, our parent companies Daimler Truck and Volvo Group are also, quite literally, well on their way in Brazil. cellcentric fuel cells for trucks, coaches, trains, and mining vehicles—application areas in Brazil that are definitely of interest.