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Enterprise Rent-A-Car has taken delivery of 17 Toyota Mirai hydrogen fuel cell cars.
The new vehicles will be used in a pilot programme by existing corporate customers, as well as by Enterprise Car Club members and Enterprise employees.
The rental company says it has taken the vehicles as part of a series of initiatives exploring alternative fuels, and how they can be deployed in real-world scenarios.
Enterprise European partnerships and innovation strategy director Iain Macbeth said: "Our goal is to use this fleet of hydrogen vehicles to examine the potential for the technology in practical working environments.
"We want to see what role hydrogen vehicles might play in the future advancement of sustainable mobility, to reduce emissions and to help cities, communities and businesses to achieve their air quality goals.
"As a family-owned business, we operate with the next generation in mind. This underlines our decision to explore emerging technologies such as hydrogen fuel cell, so we can understand the impact they can have in real-world situations and can gather feedback from users."
Toyota GB alternative fuels manager Jon Hunt said: "We'll be very interested to see the results of Enterprise's pilot study into the use of hydrogen-fuelled Mirai cars for its fleet.
"This is another example of commercial companies exploring the potential of these zero-emission cars as we progress towards a hydrogen society.
"Enterprise joins energy companies, aviation, engineering and private hire companies, as well as local authorities, government departments and universities, in adopting hydrogen-fuelled transport."
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