I seem to recall GM/Shell having a bunch of time and money into developing hydrogen based vehicles and distribution - That all got scrapped by govt dictate in Dubya's Too Big To Fail bailout, where again, by gvt dictate, GM was set on a course to adopt electric cars going forward.
I'm sure someone has explored it, but an ammonia fuel cell would be interesting. If you could pass ammonia through a polymer, generating N
2 and protons on the other side, that would solve the fuel storage problem.
btw, while fuel cell demand would push platinum and ruthenium prices upward, the largest factor is the cost of the polymer itself. DuPont developed Nafion back in the 60s. I don't think they ever patented it. It is their trade secret, and they are not willing to come down on price.