When the original Toyota Prius came to the UK in 2000, Toyota took a long-term view for its launch and seems to be adopting a similar strategy for the Mirai. Paul Van der Burgh, President and Managing Director of Toyota GB, said: "We're on a learning curve. We do expect exponential growth to happen, but before that we need the right conditions. The infrastructure is not there at the moment, but if you wait for the infrastructure, you'll never learn anything.