It is more efficient to take natural gas and use it in an efficient ICE car, than to convert it to hydrogen for a fuel cell car.
Fuel cells have the additional advantage of being a non-thermodynamic process, and not subject to the same "rules", so the higher effeciencies are *theoretically* possible. dont imply that thermodynamics is repealed. The PEM cell efficiencies have limits too, around 50%, based on the voltage gaps and current flow - decent current flow forces lower efficiency.
whatever theoretic efficiencies, the REAL fuel efficiencies of fuel cell cars is not better than the best hybrid technology (~40% engine+ drivetrain efficiency). Car cost differentials FAR OUTWEIGH the minor cost differentials of different fuel efficiencies.