With this MK2 Mirai, Toyota has slashed the price by 24%, seeking to gain more traction in the hydrogen fuel cell segment. The asking figures now begin at around £50,000, which gets you the base 'Design' version. The mid-range 'Design Plus Pack' variant costs around £54,000 and the top 'Design Premium Pack' model costs around £65,000. That's still a lot of money for a saloon of this size but even at this level, the brand is probably not covering the cost of this technology. It won't always be like this. Rivals Hyundai are working with Audi to cut the cost of a fuel cell powertrain by half and reduce the overall cost of a fuel cell car by 30%, so Toyota will have to follow suit.
Mirai buyers won't of course be forking out the total sum prior to a drive away from the showroom. Not usually anyway. Virtually all sales will be done on finance deals, usually to eco-minded corporations wanting to make a green statement. From launch, To=yota was asking £435 (ex Vat) a month on BCH finance for the base 'Design' model, £450 per month ex-VAT on BCH for the mid-range 'Design Plus Pack' variant and £609 ex Vat per month on BCH for the top 'Design Premium Pack' model.
As a Mirai customer, you shouldn't come expecting too many options: there's no need as all the key luxuries will come as standard. At least you won't find the process of market comparison too taxing. For the time being, there's actually only one other hydrogen fuel cell car on sale in our market, the Hyundai Nexo, which costs around £70,000.