One of the most funded projects by the US, more than one billion dollars has been dedicated for fuel-cells development. Looking at the "non-economic" challenges of using fuel-cells in cars, we have:
1) Required to operate under extreme range of temperatures (sub zero to 100 C) and at low humidity ambient.
2) Storing/ Carrying the hydrogen tanks on the vehicle while engineers are striving to reduce the latter's weight using aluminum and alloy steels and drive-train compactness.
3) Infrastructure which I often observe that it goes something like "You sow the seed, I ll water it and grow to a shoot/plant." Hence, infrastructure is last in my list here keeping in mind the Geo-political and economics factors among others.
I might be missing some other important points which is one of the reasons why I would like to hear from others!