Despite decades of development, proton exchange membrane fuel cells (PEMFCs) still lack wide market acceptance in vehicles. To understand the expected trajectories of PEMFC attributes that influence adoption, we conducted an expert elicitation assessment of the current and expected future cost and performance of automotive PEMFCs. We elicited 39 experts’ assessments of PEMFC system cost, stack durability, and stack power density under a hypothetical, large-scale production scenario. Experts assessed the median 2017 automotive cost to be $75/kW, stack durability to be 4,000 hours, and stack power density to be 2.5 kW/L. However, experts ranged widely in their assessments. Experts’ 2017 best cost assessments ranged from $40 to $500/kW, durability assessments ranged from 1,200 to 12,000 hours, and power density assessments ranged from 0.5 to 4 kW/L. Most respondents expected the 2020 cost to fall short of the 2020 target of the US Department of Energy (DOE). However, most respondents anticipated that the DOE’s ultimate target of $30/kW would be met by 2050 and a power density of 3 kW/L would be achieved by 2035. Fifteen experts thought that the DOE’s ultimate durability target of 8,000 hours would be met by 2050. In general, experts identified high Pt group metal loading as the most significant barrier to reducing cost. Recommended research and development (R&D) funding was allocated to “catalysts and electrodes,” followed in decreasing amount by “fuel cell performance and durability,” “membranes and electrolytes,” and “testing and technical assessment.” Our results could be used to inform public and private R&D decisions and technology roadmaps.