This article reviews recent studies on proton exchange membrane (PEM) materials for polymer electrolyte fuel cells. In particular, it focuses on the development of novel sulfonated aromatic hydrocarbon polymers for PEMs as alternatives to conventional perfluorinated polymers. It is necessary to improve proton conductivity especially under low-humidity conditions at high operating temperatures to breakthrough the current aromatic PEM system. Capable strategies involve the formation of well-connected proton channels by microphase separation between hydrophilic and hydrophobic domains and the increase of the ion exchange capacity of PEMs while keeping water resistance. Herein, we introduce novel molecular designs of sulfonated aromatic hydrocarbon polymers and their performance as PEW (C) 2009 Elsevier Ltd. All rights reserved.