When the fossil fuel consumption of the world is analyzed, it is seen that oil is the most widely used fossil energy resource. If the main reason for this excessive oil consumption is examined, one can see that transportation sector is the most responsible with a 30% share. Natural gas and biofuels are seen as the most important alternative fuels in the short term, whereas in the long run, a substantial contribution is expected to be delivered by hydrogen (H2) and the fuel cell technology. However, hydrogen and fuel cell technologies are emerging technologies that constitute uncertainities and risks for the future. To achieve success for diffusion and adoption of hydrogen energy systems as an emerging technology, consumers should understand the value and the relative risks of hydrogen. Industry should create consumer demand for hydrogen, and public policy makers should have to develop consistent and sustainable policies for supporting hydrogen systems. If the public does not understand hydrogen as an energy carrier, it may be a significant challenge to commercialization of hydrogen. To overcome this challenge, the pilot projects always play a key role. But, for the emerging technologies the pilot projects should be implemented by thinking strategically.

In this study, first of all a literature review is carried out for hydrogen transportation pilot projects, and the results of these pilot projects are analysed. Secondly a model that involves the strategic thinking approach for pilot projects’ effectiveness is developed, and the results are presented.