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They certainly could. We just live in the pre-"Model T" era of fuel cell cars.

A hydrogen fuel cell car is basically an electric car + a hydrogen fuel cell, because:

1) The energy from the fuel cell has to be temporarily buffered in a battery, which is capable of finely modulating the power output needed for driving vs a fuel cell.

2) To absorb energy from regenerative braking. Hydrogen fuel for automotive applications don't work in reverse (convert energy back to H2)

Granted, this battery in a fuel cell vehicle can be smaller than in a pure EV, but now you have 2 very expensive energy management systems in the car, which makes the whole thing very expensive.

Expensive materials in the fuel cells is another factor. But yes, small production runs are terrible for costs.