Since the beginning of this 2011 year, to be seen in all Paris, 4 by 5m large street placards are showing pictures of Audi A3 and Audi A4 car emphasizing Xenon light.
2 messages are transmitted:
– Lighting is an important function of the car.
– Advanced Technology of Xenon highlights the technological level of the car.
Thanks to these panels, lighting is emphasized as an important aspect.
Audi are confirming their number 1 rank on lighting promotion.
However, 2 remarks which show the need for better communication to end-users and car dealers:
– When we read through the different comments on internet blogs, we see different interpretations of “Xenon plus”. Some explain that it is LED light, others that it is the new generation of Xenon etc.
– When you ask the retailers, you receive different answers: Xenon plus is the Audi special Xenon technology, Xenon plus because of the shutter technology used to switch from low to high beam, Xenon plus is a package with LED in DRL etc.
I must emphasise the bad consequences of the proliferation of names defining lighting technologies. In my latest report on adaptive lighting, I explained the necessity to have standard names for lighting technologies and this Xenon campaign, although fantastic because it promotes lighting, would have won to have clearly defined what technology is meant behind “Xenon Plus”.
Together, we have to continue working on it.