The 2010 Gordon Research Conference on Fuel Cells will focus on the recent advances in fundamental and applied research on polymer electrolyte fuel cells for automotive, stationary, and portable applications. Signficant progress has been made over the last decade in improving PEMFC performance and durability while simultaneously lowering costs towards successful commercialization for automotive purposes. Emphasis will be placed on fundamental issues and mechanisms that have not been fully resolved sofar as well as state-of-the-art technology and advanced diagnostics at the cell and stack levels. Viability of alternatives materials to conventional membrane and catalyst materials will be debated. Contributions will include a balance of both academic and industrial inputs and viewpoints. Recently, much debate on the merits, de-merits and co-existence of various green technologies including hybrids and EVs has surfaced; a session will be devoted to airing these issues.