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Stars test the waters for hydrogen cars

The fuel is not ready for prime time, but automakers want buzz.

June 15, 2008|Dawn C. Chmielewski and Ken Bensinger | Times Staff Writers

Oscar-winning writer and director Paul Haggis owns four Toyota Priuses and is high on the waiting list to buy a $100,000 Tesla electric roadster. But when he heard about the new Honda FCX Clarity, a hydrogen-powered car that gets 270 miles on a tank and emits nothing but water, he was desperate to drive it.

"I want one. I want one," he said of the Clarity, later dispatching his agent to hunt for the not-yet-available vehicle.

A step ahead of Haggis was Joely Fisher, star of Fox's " 'Til Death" TV show. She arranged for BMW to lend her a sleek metallic blue Hydrogen 7 Series -- one of just 20 such experimental sedans in the country.

Never mind that it gets just 130 miles per tank and can be filled only by a trained professional, who takes it to Oxnard and refuels it with liquid hydrogen cooled to 423 degrees below zero, a round trip that can take three hours. The sedan comes with a feature that's worth the hassle: "Bragging rights," Fisher said, laughing.

Fancy cars have long been integral to the one-upmanship among L.A.'s glitterati. But instead of Bentleys and Bugattis, Hollywood's must-have vehicles of the moment are green. And nothing conveys extreme exclusivity and earth-friendliness like a hydrogen car.

The fad is a boon for carmakers, which are leveraging the enthusiasm of the stars and their attendant paparazzi to boost their image as environmentally friendly companies. The cars aren't for sale -- and won't be for years -- but automakers are using celebrities to promote the technology and build support for the infrastructure needed to make hydrogen cars commercially viable.

In addition to arranging the car for Fisher, BMW has lent its tricked-out luxury sedans -- emblazoned with "Clean Energy Powered by Hydrogen" in huge block letters -- to actors Edward Norton and Cameron Diaz, opera star Placido Domingo and ultimate influencers Brad Pitt and Angelina Jolie.

General Motors Corp., meanwhile, has put Walt Disney Co. Chief Executive Bob Iger, "Ugly Betty" star America Ferrera and former Laker Magic Johnson behind the wheel of its $1-million Chevy Equinox Fuel Cell.

Not to be outdone, Honda Motor Co. has lined up its own A-list to drive its FCX Clarity -- but it's keeping the names under wraps until later this month.

Driven by a cause

Beyond the cachet of holding the keys to such hard-to-get vehicles, environmentally attuned celebrities say driving the cars brings attention to a potentially important transportation technology in an age of $4-a-gallon gasoline and global warming concerns.

"I want to do everything I can to make sure that people know that the technology is available and we are not far off from having this on the road," Fisher said.

The green trend began several years ago with the Prius: Leonardo DiCaprio drove one of the hybrids to the 2004 Academy Awards, and Larry David practically made his Prius a costar on his show "Curb Your Enthusiasm." Now that those have become commonplace, Hollywood is moving on to more futuristic technology.

BMW's hydrogen program is run by Jim Ryan, who juggles the complicated schedules of the VIPs who request the car. Ryan says the cars trigger an infectious exhibitionism. He described a recent delivery to Laura Dern, an actress so attuned to conservation that she hired an environmental consultant to evaluate the eco-fitness of her house.

"Once she got the car, she said, 'I've got to show Steven Spielberg. I've got to show Meg Ryan,' " he recalled.

Agents have been working overtime to get their clients driving hydrogen. The BMW has been working its way through Hollywood, with the help of Creative Artists Agency, for about a year and has a two-month waiting list. Honda said 50,000 people had signed up online to lease the Clarity, which rolls out in July. GM uses William Morris Agency to arrange its pairings. Among the most recent recipients were "American Idol" host Ryan Seacrest and producer Jerry Bruckheimer.

William Morris Chief Executive Jim Wiatt says the vehicle causes a sensation wherever he goes. When driving one off the Disney lot in Burbank recently, he was pulled over by a police officer. "I thought I'd done something wrong," Wiatt said. "He said to me, 'What is this you're driving?' "

Hydrogen technology has been around for decades, helping to power the space shuttle, among other applications. But serious study of its use in cars is relatively new.

BMW burns hydrogen in a conventional internal combustion engine. GM and Honda, like most other carmakers developing the technology, mix hydrogen gas with oxygen from the air in a device called a fuel cell to create electricity that drives electric motors.

Proponents note that hydrogen vehicles emit no greenhouses gases, unlike gasoline-powered cars. They have greater range than today's electric cars and can be refueled faster than a battery can be charged.

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