The mass production of proton exchange membrane (PEM) fuel-cell-powered light-duty vehicles requires a reduction in the amount of Pt presently used in fuel cells. This paper quantifies the activities and voltage loss modes for state-of-the-art MEAs (membrane electrode assemblies), specifies performance goals needed for automotive application, and provides benchmark oxygen reduction activities for state-of-the-art platinum electrocatalysts using two different testing procedures to clearly establish the relative merit of candidate catalysts. A pathway to meet the automotive goals is charted, involving the further development of durable, high-activity Pt-alloy catalysts. The history, status in recent experiments, and prospects for Pt-alloy cathode catalysts are reviewed. The performance that would be needed for a cost-free non-Pt catalyst is defined quantitatively, and the behaviors of several published non-Pt catalyst systems (and logical extensions thereof), are compared to these requirements. Critical research topics are listed for the Pt-alloy catalysts, which appear to represent the most likely route to automotive fuel cells. (C) 2004 Elsevier B.V. All rights reserved.