Fuel cells based in anionic exchange membranes (AEM) don't require rare metal catalysts. They run on nickel-iron catalysts. Latest gen systems meet or exceed the capabilities of proton exchange systems (that require pt or ir).
Also, since anionic membranes aren't made of complex fluoropolymers they can be synthesized much more cheaply. Scaling to under 100$/kg. 1 kg of material is around enough to make a megawatt fuel cell unit. Batteries are definitely going to capture the entire wheeled vehicle market but hydrogen tech is set to take a large fraction of the overall energy market.