Fuel cell stacks and on-board fuel reformers are two key technologies being developed for hydrogen-powered electric automobiles. Both technologies depend on metal alloy advances to ensure performance, durability, and high-volume economics. Key challenges for on-board fuel reforming include: startup time, start up energy (both are related to the thermal capacitance of the materials), corrosion resistance and durability, and material and fabrication cost. Successful use of stainless steel alloys in automotive proton exchange membrane (PEM) fuel cells requires alloy development to meet corrosion, cost and fabrication requirements. This presentation will review these key challenges and discuss potential materials solutions.