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Hydrogen fuel cell vehicle (HFCV) adopters need to continue their vehicle ownership in the subsequent years to achieve the HFCV-related targets set by the Japanese government. In this study, we explored the discontinuance rate of HFCV ownership through a questionnaire survey conducted among HFCV adopters in Aichi Prefecture, Japan, who were wanting to continue or discontinue their ownership. Results showed that the discontinuance rate was remarkably high. Approximately 50% of the private HFCV adopters, who purchased their vehicles between 2014 and 2020, wished to discontinue their HFCV ownership owing to factors such as driving range, vehicle performance, future viability, fuel tank safety, and density of stations. Furthermore, we showed that the discontinuance trend was correlated with the dissatisfaction of HFCV adopters with the driving range and future viability. As a result, they foresee a bleak future owing to the sparse refueling stations network and higher purchase price compared to other vehicle powertrains such as electric and hybrid vehicles. Therefore, to reduce the discontinuance rate and keep HFCVs in the market, Japanese stakeholders must address the concern of HFCV owners. • Discontinuance rate of hydrogen fuel cell vehicle (HFCV) ownership was investigated. • A questionnaire survey was conducted among HFCV adopters in Aichi Prefecture, Japan. • Results showed a remarkably high discontinuance rate of approximately 50%. • Range, performance, viability, safety, and station density were influencing factors. • Stakeholders need to address these concerns to reduce the discontinuance rate. [ABSTRACT FROM AUTHOR]