Honestly, the article answers its own question and acts oblivious to it, but I've been saying it for years.

It's for boats. The easiest and most convenient place to store hydrogen is near a port, which conveniently also generally has the infrastructure for natural gas, used to make hydrogen.

Honda and Toyota do make EVs, as does Hyundai, as well as patents for batteries, which would put them near the top of the market. Clearly, they're also betting on BEV cars. But they all also have a marine sector, and Toyota just partnered with a company to test out fuel cells for marine applications. The cars might as well have been a useful test bed which had its costs subsidized by consumers. Seems pretty clear what their angle is.

Or maybe they're out of their mind. Who knows?