Audi is the world’s leading brand for automotive lighting technology. The digitalization of light enables neu lighting solutions, improves safety, and continues to drive progress. In addition to its function, the lighting of Audi models is also of central importance as a design element. The lighting visualizes the brand’s core values – progressiveness, sportiness and sophistication to a great extent.
Brand-defining aesthetics and uncompromising functionality: How Audi reinvents light
Audi is advancing into new dimensions in automotive lighting technology. Originally, vehicle lighting mainly served the purpose of ensuring traffic safety for all road users. Previously unknown prospects are now opening up in the wake of digitizing headlights and rear lights: light becomes a medium of external communication and interaction, personalizes design, and provides customers with new styling and customization options.
TechDay Digital Light
“Lighting technology and lighting design have been success factors for our brand for decades, becoming a key area for Audi. This has allowed us to continue setting new benchmarks in the automotive industry,” explains Oliver Hoffmann, board member for Technical Development. “The digitization of lighting enables us to offer completely new functions that we can use to increase safety again significantly. For example, in combining the digital OLED taillights with proximity indication, we can communicate with the outside world depending on the situation. In addition, this taillight technology enables our customers to select their taillight signature via the MMI for the first time – something that is only available from Audi.”