Maersk’s 2025 Fuel Cell Strategy: From Methanol Pilots to an SOFC Scale-Up

Industry Adoption: Maersk’s Shift from Focused R&D to a Diversified Fuel Cell Ecosystem

Between 2021 and 2024, A.P. Moller-Maersk executed a deliberate and focused strategy to de-risk fuel cell technology for maritime applications. The approach was defined by targeted investments and preparatory projects centered almost exclusively on high-temperature proton-exchange membrane (HT PEM) fuel cells fed by green methanol. The period was characterized by foundational moves: Maersk Growth’s venture investment in Danish fuel cell maker Blue World Technologies in 2023, the order for a pilot system, and the collaborative design of a methanol fuel cell tugboat with its subsidiary Svitzer. These actions represented a calculated bet on a single technology pathway, culminating in the successful land-based test of a 200 kW system in June 2024—a critical validation point proving the concept’s viability before at-sea deployment. The strategy was to prove the technology in a controlled, low-risk manner, initially for auxiliary power, while simultaneously investing in early-stage green methanol producers like WasteFuel to address the fuel supply challenge.

The year 2025 marks a significant inflection point, signaling a strategic pivot from focused R&D to accelerated, diversified deployment. While the HT PEM pilot project advances with a 1 MW system now being tested, Maersk dramatically broadened its technological and strategic scope. The May 2025 Memorandum of Understanding (MOU) with shipbuilding giant HD Hyundai to jointly research Solid Oxide Fuel Cells (SOFCs) is the most telling signal. This move diversifies Maersk’s technology portfolio beyond PEM technology, creating a parallel R&D track with a partner capable of industrial-scale manufacturing. This dual-technology approach mitigates risk and opens opportunities for higher-efficiency power generation. Concurrently, Maersk is aggressively building the necessary infrastructure to support this vision. The expansion of its dual-fuel methanol fleet to a target of 19 vessels by the end of 2025 creates a ready-made market and logistics network for methanol, which serves both the dual-fuel engines and the future fuel cell systems. This shift from a single-threaded pilot program to a multi-technology, ecosystem-building strategy reveals that Maersk is moving beyond validation and is now actively constructing the commercial and operational framework for large-scale fuel cell adoption.

Table: Maersk’s Key Investments in Fuel Cell and Green Fuel Ecosystem

Table: Maersk’s Strategic Partnerships for Fuel Cell and Decarbonization

Geography: Maersk’s Globalized Fuel Cell and Green Fuel Strategy

In the 2021-2024 period, Maersk’s fuel cell activities were geographically concentrated in Northern Europe, particularly Denmark. This region served as the nexus for its foundational R&D efforts, anchored by its investment in the Danish firm Blue World Technologies and its strategic partnership with the Copenhagen-based Mærsk Mc-Kinney Møller Center for Zero Carbon Shipping. This tight geographic focus allowed for close collaboration and oversight as the company worked to validate its initial choice of HT PEM technology. While investments like the one in US-based WasteFuel hinted at a broader vision for fuel sourcing, the core technology development remained firmly rooted in its European R&D ecosystem.

From 2025 onwards, Maersk’s geographic footprint has exploded into a truly global strategy. The company is actively building a worldwide fuel supply and technology development network. Key partnerships and investments now span multiple continents, signaling a shift from regional R&D to global implementation. The collaboration with HD Hyundai brings South Korea into the fold as a critical hub for manufacturing and SOFC research. In North America, the $100 million investment in C2X is set to establish a major green methanol production facility in Louisiana, USA, complemented by investments in US startups like Prometheus Fuels. In Asia, the partnership with Debo Energy to produce bio-methanol in China creates another vital supply node. This global diversification is a strategic move to mitigate geopolitical and supply chain risks while tapping into regional strengths in manufacturing, renewable energy, and feedstock availability. Maersk is no longer just developing technology in Denmark; it is orchestrating a global ecosystem to fuel its future fleet.

Technology Maturity: Maersk’s Progression from Validation to Diversified Pilots

Between 2021 and 2024, Maersk’s focus was on moving methanol-fed fuel cells from concept to a state of proven readiness for at-sea testing. The technology was in the *validation and pilot preparation* stage. The key milestone of this era was the successful land-based testing of Blue World Technologies’ 200 kW HT PEM system in June 2024. This was not a commercial deployment but a critical de-risking step, proving the system could operate efficiently (up to 55% electrical efficiency) on green methanol. Concurrently, the project with Svitzer to design a methanol fuel cell tugboat remained in the *design and feasibility* phase. The technological objective was singular: to validate one specific pathway (methanol HT PEM) for auxiliary power before committing to more complex applications.

In 2025, the technological maturity advanced from validation to *pilot implementation and strategic diversification*. The 1 MW green methanol fuel cell project currently being tested on a container ship represents the first at-sea pilot at a meaningful scale, moving the technology into a real-world operational environment. This is a crucial step toward commercialization. The most significant strategic shift is the initiation of joint research into Solid Oxide Fuel Cells (SOFCs) with HD Hyundai. This moves SOFCs from a theoretical option to an active R&D track for Maersk, adding a second, potentially more efficient technology to its portfolio. While SOFCs are at an earlier stage of *joint research*, the move signals Maersk is now confident enough in the broader fuel cell concept to run parallel development programs. The underlying dual-fuel methanol vessel fleet has reached *commercial scale* (11 operating, 19 targeted), creating a mature, operational infrastructure that will be essential for scaling fuel cell deployments in the future.

Table: SWOT Analysis of Maersk’s Fuel Cell Strategy Evolution

Forward-Looking Insights and Summary

The data from 2025 clearly signals that Maersk is executing a sophisticated, multi-pronged strategy to industrialize fuel cell technology. The year ahead will be defined by the results of two critical, parallel technology tracks. First, market actors must watch for performance data from the 1 MW HT PEM fuel cell pilot. Real-world efficiency, durability, and fuel consumption metrics from this test will be the ultimate validation of Maersk’s initial technology bet and will determine the timeline for broader auxiliary power retrofits. Second, any announcements from the joint research with HD Hyundai on SOFCs will be a leading indicator of Maersk’s long-term main propulsion strategy. A move from research to a pilot design for an SOFC-powered vessel would represent a monumental step toward a truly zero-emission fleet.

Simultaneously, the aggressive build-out of the global green methanol supply chain via partnerships with C2X, Debo Energy, and others is gaining significant momentum. The key signal to monitor is the transition from MOUs and investment announcements to “first fuel” delivery dates from these new facilities. While Maersk has acknowledged economic headwinds, its consistent and diversified investment in fuel production demonstrates a commitment to creating the market it needs. The strategy is clear: de-risk and validate multiple fuel cell technologies in parallel, while simultaneously building the global fuel supply chain required to make them commercially viable. For investors and competitors, the key takeaway is that Maersk is no longer just testing a concept; it is building the entire value chain for the next generation of shipping.

Frequently Asked Questions

What is the main change in Maersk’s fuel cell strategy in 2025?
In 2025, Maersk pivoted from a focused R&D phase centered on a single fuel cell technology (HT PEM) to a broader, diversified deployment strategy. This new approach involves researching a second technology, Solid Oxide Fuel Cells (SOFCs), with partner HD Hyundai, and aggressively building a global green methanol supply chain to support future large-scale adoption.

Why is Maersk now exploring Solid Oxide Fuel Cells (SOFCs) in addition to HT PEM fuel cells?
Maersk is exploring SOFCs to diversify its technology portfolio, mitigate the risks associated with relying on a single solution, and explore opportunities for higher-efficiency power generation. The partnership with HD Hyundai on SOFCs creates a parallel R&D track, indicating Maersk is confident enough in the fuel cell concept to develop multiple pathways for decarbonization, with SOFCs being a potential long-term solution.

How is Maersk addressing the challenge of green methanol supply?
Maersk is actively building a global and diverse green methanol supply chain. Key actions mentioned include investing $100 million in producer C2X for a facility in the USA, partnering with Debo Energy for bio-methanol in China, and securing a supply of 16,000 tonnes of e-methanol from European Energy in Denmark. These investments and partnerships aim to create the fuel market needed for its growing fleet of methanol-capable vessels.

What was the significance of the 200 kW fuel cell test in June 2024?
The successful land-based test of the 200 kW HT PEM system was a critical validation point. It proved the viability of using methanol-fed fuel cells for maritime applications in a controlled environment before at-sea deployment. This de-risking step confirmed the technology worked as expected, paving the way for the next phase: testing a larger 1 MW system on a container ship.

According to the SWOT analysis, what is the biggest threat to Maersk’s strategy now?
The primary threat has shifted from technology failure to market failure. While the initial technology has been successfully validated, the biggest risk now is that an insufficient supply of green fuel, or its high cost, could make the entire methanol and fuel cell strategy economically uncompetitive. The challenge has moved from proving the technology works to making it commercially viable at a global scale.