From an automotive manufacturer point of view, polymer electrolyte membrane (PEM) fuel cells have evolved, over the past couple of decades, from a laboratory experiment to one of the most probable successors to the internal combustion engine. High efficiency, modularity and local zero emission of greenhouse gases are only some of the advantages of this technology. On the downside, cost, durability targets and the deployment of an hydrogen distribution infrastructure remain challenges to be addressed in order for the fuel cell electric vehicle to make it into mass production. This work presents the comprehensive 3D modeling approach of the AVL FIRE fuel cell module, including coupled thermal, electric, fluidic, and electrochemical phenomena. The model is validated with experimental data obtained on a full size industrial PEM fuel cell designed by PSA. A good agreement between simulation and experiment can be achieved in average as well as local current densities proving the validity of the model. Shortcomings of the model in predicting the fuel cell performance for different inlet gas humidities are identified indicating that further improvement of the membrane model is required. (C) 2011 Elsevier Ltd. All rights reserved.