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| [#1] Audi Non-Blinding High Beam Seek Edge in BMW Sales The following which is reported by Bloomberg is quite interesting: In its bid to overtake Bayerische Motoren Werke AG (BMW) as the world’s best-selling luxury-car maker, Audi wants to dazzle, not blind. In a pitch-black museum hall near Dusseldorf in October, the Volkswagen AG (VOW) unit had a woman walk to and fro in front of a harsh white cone of light from a car’s high beams. Instead of blinding the woman, who was carrying a flashlight to simulate a bike rider at night, the light automatically shied away from wherever she went while keeping the roadway lit. Next-generation headlamps provide a visible showcase of a brand’s technology and are key to gain an edge in the luxury-car market. Innovations such as bright, energy-efficient LED headlights, smart high beams, and infrared-assisted spotlights that shine on potential road-side threats like deer also help BMW, Audi and Daimler AG (DAI)’s Mercedes-Benz justify higher prices than mass-market competitors. “Luxury-car margins are under pressure as the carmakers expand their lineups and mass-market vehicles improve in quality,” said August Joas, head of the global automotive practice at consultant Oliver Wyman in Munich. “New headlight technologies are innovations that are easily noticed.” Audi’s latest headlamp technology, which is more advanced than competing systems from BMW and Mercedes, links computer-controlled LEDs with a camera to spare as many as eight vehicles from the glare of the high beams. Independent LEDs The system, called Matrix LED, was introduced in Germany in mid-November as a 2,400-euro ($3,200) option on the 74,500-euro A8 executive sedan. (The feature hasn’t been approved yet for the U.S.) BMW charges 2,500 euros for an LED lighting package, which can’t create non-blinding gaps for specific vehicles. The new Audi system combines 50 independently controlled LEDs to create almost 1 billion different light variations, adjusting for traffic situations such as city and highway driving and oncoming cars and bicycles. “We have redefined light,” Stephan Berlitz, Audi’s head of lighting development, said at the October presentation. “The driver always has the best possible light.” Mercedes is looking to keep pace and will present a similar option, dubbed Active Multibeam LED, next year. The world’s third-largest luxury-auto brand earlier this year rolled out the new S-Class, the first car to abandon old-fashioned light bulbs and rely completely on LEDs throughout the car, underscoring under-the-hood technology such as six cameras and six radars that support safety systems.  |
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2013-12-03 23:29 | |
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