Hydrogen cell technology has been in the offing for a while, but like all technology, the market present technology must be exhausted before the alternative is introduced. Look at CD players. They were invented years before they were brought onto the market to replace cassettes players. Even then they were extortionately priced, thereby creating consumer desire. The same applied to DVD players.

It is likely that this new technology will not be mass produced until the last drop of oil is spent. I'm sure car company owners go to the same dinner parties as oil company owners...

Look at this link. BMW are already onboard with this kind of technology, as I'm sure many others are. However when these cars are mass produced at an affordable price is another matter.

http://www.topgear.com/content/features/stories/fuel_cell/06/