The feasibility of a new alloy design concept utilizing the principle of 'tungsten bronze effect' is critically evaluated for the development of metallic bipolar plates for proton exchange membrane fuel cell (PEMFC). An austenitic stainless steel (ASS) is modified with W and La to improve the stability of the passive film in an acidic environment as well as to reduce the contact resistance by the tungsten bronze effect. The experimental ASS containing W and La was evaluated in a simulated PEMFC environment of H3PO4 and H2SO4 solutions at 80 degrees C, and the electrical property was evaluated by performing a contact resistance test. The test results show that the ASS modified with W and La has good passive film stability for corrosion resistance and low contact resistance. The X-ray photoelectron spectroscopy (XPS) analysis clearly suggests the possibility of the tungsten bronze effect from the change in valency state of W6+ to W5+ in the passive film formed on the modified ASS. The feasibility of a new alloy design concept utilizing the 'tungsten bronze effect' is well demonstrated; however, more study is highly required for the development of metallic bipolar plates of PEMFC. (C) 2007 Elsevier B.V. All fights reserved.