Polymer Electrolyte Fuel Cells are expected to replace internal combustion engines as power sources in transportation during our lifetime. The talk will discuss briefly main issues impeding commercialization of PEFC technology as well as the PEFC research at Kent State. Particular attention will be drawn to the need for high-temperature proton conducting membrane. The rest of the talk deals with our recent discovery of fast protonic conductivity in highly sulfonated arenes and its implications for the development of low-humidity high-temperature PEFC membranes.