They can keep making claims to cover up their complete bungling of their market position.
As for the idea itself. Ammonia as fuel fails the first principle of safe design. It’s a poisonous gas. Using it as a fuel is a willingness to trade the safety of people for a cheaper fuel.
The move from cars to SUVs in America was so car manufacturers could skip emissions and safety requirements of cars on the technicality that SUVs are “light truck” chassis[1]. Dan Luu shows that those safety regulations are often a box ticking exercise for manufacturers except Volvo[2]. American stroad design is a particularly bad mix of street and road which is more dangerous for drivers and pedestrians than other designs. And the diesel emissions scandal so many car manufacturers were caught defrauding.
“willingness to trade the safety of people for a cheaper X” is exactly what we should expect car companies (and companies in general) to do, because that’s what they’ve done so often though history.
As for the idea itself. Ammonia as fuel fails the first principle of safe design. It’s a poisonous gas. Using it as a fuel is a willingness to trade the safety of people for a cheaper fuel.