Hydrogen fuel cells are increasingly seen as the propulsion technology of the future for road transport. However, despite the potential of this technology to reduce the environmental impact of road transport and to improve energy efficiency, both technical and economic barriers need to be overcome for these technologies to be successfully introduced in mass markets. At Imperial College we are currently undertaking an analysis of the possible future dynamics of the PEM fuel cell market for road transport in Europe. This study is part of an EC-funded, Integrated Project involving 18 partners from both industry and academia; this allows extensive interaction with key market players of particular relevance to the dynamics under study. This paper presents results of work in progress, which involves the development and use of a simulation model as well as a dedicated group learning session with project partners.