Non hydrogen Fuel Cells are already in the market. Nothing new there.
All fuel cell types in material handing equipment have one big hurdle and that is economy of scale. There are large fleets in the US running on fuel cells because the capital and site investment costs are positively negated by the reduced running costs and ability to utilize the equipment 24/7.
It's doubtful at current costs that fuel cells have the ability to penetrate the European market.

The alternate to hydrogen is methanol, easily stored ( no high pressure required) comparable cost to unit of electricity, readily available, easily dispensed visa automatic fuel pump like units.
However, it all comes back to economy of scale. Also there is the added maintenance cost of the fuel cell