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Any friendliness hanging over from the festive season is apparently well and truly over in Germany, with BMW taking a cheeky swipe at rival Audi and its ‘new’ laser-based light technology.

The updated Audi Sport quattro concept debuted at this week’s Consumer Electronics Show in Las Vegas with ‘laserlight’ technology, which the car maker claims leaves “all previous systems in the dark”. The concept’s headlights feature laser diodes, which are significantly smaller than LED diodes, and claim to illuminate the road for nearly 500 metres – approximately twice the lighting range and with three times the luminosity of LED high beams.

audi-sport-quattro-laserlight-concept

Audi says the system is a demonstration of its “leadership role in automotive lighting technology”, and has promised its integration in the 2014 R18 e-tron quattro racecar as well as future production cars.

Not content to give its compatriot a free kick, BMW took to social network sites Instagram and Twitter with an image of its i8 sports car along with the caption: “Sorry we didn’t present our #laserlight concept at the #CES2014. We’re too busy with series production.”

bmw-laser-lights

As the post alludes, BMW first presented laser light technology in its i8 concept at the 2011 Frankfurt motor show, while the BMW i8 production car will be available with optional laser headlights from launch in March.

BMW Australia’s Scott Croaker says the local division currently plans to offer laser lights as an option on the i8 from its launch in the second half of this year, barring any homologation issues.

Who said the Germans don’t have a sense of humour?


  • Phil

    As Wolfgang Huhn, Audi’s chief of lighting development said only a few months back, it’s all about marketing. The sales guys might be taking this seriously, but the engineers are probably having a laugh.

  • Ethan

    As Mark Twain once said, a German joke is no laughing matter!

  • MissTeenGeorgia .

    This lighting will come as standard with most Lexus cars while it will be $ 5000 option with BMW and Audi

    • H

      It will be banned in Australia because someone Holden/Ford fanboi cant install it in their bogandore/con… fully sik bro!!!!!!!!

      Stupid jokes aside, I wonder will the light ‘blind’ on coming traffic when coming over the hill etc since it will be pretty bright I assume brighter than HIDs.

      • Phil

        it better come with auto-dipping on that high beam – if it was good enough for Cadillac in the 1950′s, there’s no reason why it shouldn’t be standard on every car now.

  • The-Mega-Audi

    Sorry BMW when Audi was running its cars BMW did not exist 30plus years later, oh and few more things when Audi invented technology, engeneering, design engine for car body shape first ever limousine mid engine double clutch manual front wheel drive all wheel drive led lights firstly responsible for creation of a car Audi creator August Horch with Mercedes as CEO of design technology and engineered then moved some 10 years later to make Audi, then in 1930 when BMW decided to be and take everything that Audi invented into their own Audi was racing and achieving world records driving their racing cars at over 430kph and running their limousines in style, so BMW you got left alone wondering what in the world are you on some sweet dreams drugs?! :)

    • Gddiddaksbdvhdjabajajjcjdvscaj

      Stop living in the past! Audi’s are just pimped up vw’s these days. Haha get a life man

    • Eduardo

      Whatever your point is, it gets lost by the total absence of punctuation.

      You may have a great argument, but if you can’t express it, don’t bother.

    • Sydlocal

      Sorry to disappoint you ‘The-Mega-Audi’, but Audi were beaten to the production AWD GT/performance/sports car by a good 13-14 years by Jensen with the Jensen FF. The Jensen also happened to have ABS as well. Even Subaru dabbled a fair bit in AWD before the Audi Quattro made its first appearance. Audi were merely the first to introduce AWD into the world of rallying.
      Although your punctuation etc is so poor (not a single full stop in the whole paragraph) it is hard to tell if you were meaning the first AWD Dual Clutch transmission or first AWD all together.

      Audi may have been a front runner and/or perfected a lot of the things you mentioned, but they hardly invented them…

    • Zandit75

      Damn dude, take a chill pill, and learn how to use punctuation while you are at it!!

  • Dave W

    Audi gave us that stupid DRL and now they’re a leader? Pfft.

  • The-Mega-Audi

    Fail!!!

  • The-Mega-Audi

    The fact that my argument is spot on and correct, if I used correct grammatical expressions it would be too much for some day dreamers ;)

    • Neo Forever

      lol? Gotta say you kinda fail with your rant or whatever you’re trying to do.

      • The-Mega-Audi

        Rant? Trying to do? None of it really, my comment was related to this article, but then you have a person or more, that say something that has no relation to any of it, well at least gives them opportunity to be heard in their little loneliness! :)

  • The-Mega-Audi

    :) dude??? Ok kiddo time to go bed!

    • Zandit75

      Time to realise that we all need to stop feeding the Troll that is The-Mega-Audi.
      I think it is fair to say that English is not his first language, and is probably using a translation program to completely stuff up his ramblings!

  • Dave W

    Oh look, an Audi fanboy voted me down. What’s the argument here? You think DRL is the next best thing since seatbelt?

    • Phil

      Dave, if you’re going to shut down the 4 ring circus, you’re bound to upset the clowns ;-)

      • The-Mega-Audi

        Haha you crack some jokes, are you talking to yourself similar to this Dave case, who strongly believes that seat belt was invented before car was, I mean your comments are well obvious that your profession is being a clown or comedian with no sense of humor! :) Have fun you two haha

        • Phil

          Can’t be a clown with no sense of humour. Sad clown jobs are reserved for Audi owners whose warranty just expired ;-)
          And the seatbelt was patented in 1885, so possibly did come first…

          • The-Mega-Audi

            Now you are admitting to be a clown? But before you called others as such? Nope still you are only making fool out of yourself. Yes thats correct, first time you got something right, well done, and they were used for many other purposes but were not invented before the car. As the history of a car itself begins from 1672 when inventor Ferdinand Verbiest as an idea and toy, he built for Chinese Emperor first steam powered vehicle, then in 1769, which were with the creation of another steam engine car called Cugnot, which was actual production. Where In 1807, the first cars powered engine running on fuel appeared, which led to the introduction of the petrol engine in 1885. And that’s where the history of Audi and Mercedes came from. I think you had enough of embarrassing yourself with ridiculously stupid comments, your knowledge is very small, but as they say good on you… at least you are learning! :)

          • Phil

            LOL. While you are busy looking up wikipedia, look up negationism, under historical revisionism. Toys for chinese emperors, really? You crack me up.

          • The-Mega-Audi

            When were you born in 1885? Everything is based on history of writing, unless you have a time machine or you must be on a drug called crack! :))

    • The-Mega-Audi

      Dave W… Phil will talk to you so you don’t have to talk to yourself :)

      • Dave W

        Ah hahaha… kudos to you, at least you actually have the guts to say something rather than just voting people down.

        Hope you’ve been looking after your Audi and reapplying the mascara. Nothing looks worse than when some of the DRL LEDs go out. Reminds me of a woman who has been crying with too much makeup.

  • Phil

    to be precise, Volvo gave us daytime running lights well before Audi decided to make them obnoxious with LED’s. Since the 70′s if you count them making the parking lights work whenever the engine is running. So all you can really credit Audi with is making them ugly…

  • Kulo

    Even in the present… Audi stands out from BMW in all segments except A3 n A4…you failed mate….

  • genesis1

    stop fighting. peace. -_-

  • genesis1

    wow long scrolling…jp/kr cars kill euro perception-based-rubbish…(reliability)

  • Guest

    Ever heard of punctuation?

    • The-Mega-Audi

      Taken you some time to create new account, learn how to read, write, understand the language before you comment. ;)

  • Richard

    So happened to Audi 40 or so years ago, went backwards badly it seems. Now though they are starting to catch up.

    • The-Mega-Audi

      Not really depends on what kind of invention. As you will see in my previous comment, there were different types of machinery, which in those times were obviously used to describe people moving machinery, where in 1885 first ever production named “car” was built.

  • Darren

    Not driving a tarted up Camry is worth $5, 000 alone. Lexus = lipstick on a pig!

  • Zandit75

    Everyone knows that Mercedes manufactured the first car, so all of your comments are invalid. Without Mercedes, Audi would have never existed.

  • The-Mega-Audi

    See that’s where you are wrong again, everyone according to whom, people like you? Only people that are less educated and got no clue about car industry which by all means is
    shown on this list, where without understanding true heritage and meaning of it all by actually studying and learning facts of where what stands. In short, August Horch (Audi) has stared car production one year earlier of four rings in the company originally called Wanderer Werke AG, which later on changed the name to Audi year was, 1885. Mercedes (Mr. Benz) then decided to start working not even on a car but a type of a “motorcar” they called “Motorwagen” large tricycle, which by the way was also built dating back in 1670s by Ferdinand Verbiest for the Chinese emperor at the time…. Mr. Horch (Audi) becoming in 1886 main CEO for Mercedes itself, responsible for entire engineering and technological development of a car, where soon after moved on completely to make his own called Audi. So the fact that August Horch (Wanderer Werke AG – Audi) was existent before Mercedes, and already was creating “motor made production” being responsible for making all that is included in Mercedes from 1886 till 1901, you would be pretty stupid to go against the facts, that (Mr. August Horch – Audi) who was inventor innovator of Germany, recognised as icon of engineering and technological development of machines which we call cars. Since then Audi development has and is inventing such things as I mentioned in the comments prior that is used and copied on continuous bases by every single manufacturer, so stop talking gibberish.

  • Phil

    I don’t know what your sources were for that, but they’re wrong. Wanderer’s first car was in 1903 although the brand Wanderer didn’t arrive until 1911, August Horch worked for Benz until 1899, and Horch built his first car under his own name in 1901. Mercedes as a brand came in 1902. The history of Horch is comprehensively dealt with in Jürgen Pönisch’s 2006 book. No mention is made of him having any involvement whatsoever with Wanderer.

  • BbsjjshdbjxjbbsvajJbhkavhhabzj

    Dude I just got half way through your first sentence and thought I really can’t be bothered reading any more of your jibber jabbering! Just shut up no one cares.

  • The-Mega-Audi

    You pretty much repeated what I said 90% of it all. Further more Originally in 1885, automobile company Wanderer was established, later becoming a Audi AG. Another company, NSU, which also later merged into Audi, was founded during this time, and later supplied the chassis for Gottlieb Daimler’s four-wheeler. So it further goes… It’s that simple written in the history of the books find it anywhere you want.

  • Phil

    The automobile company Wanderer was established in 1911. The bicycle manufacturer Winklhofer & Jaenicke was established in 1885, trying to link that as predecessors to the motor vehicles of Daimler or Benz is a gross rewrite of history. You actually claimed that Horsch started car production in 1885, which is untrue. You also claimed Horsch was “main CEO for Mercedes itself” in 1886, when he was in fact working for Karl Benz and the first vehicle bearing the Mercedes name came from Daimler in 1901/02.

    I love seeing people take an interest in automotive history, but don’t distort it trying to prove a point.

  • The-Mega-Audi

    What on earth are you on about? First of all type in any search web site and it will tell you that Audi stands for, manufacturer that designs, engeneers, manufacturers automobiles. Mercedes stands for, manufacturer automobile and it is part of Daimler AG. BMW stands for, manufacturer which is a business entity which today is owned through shareholding, more than 30 years behind the invention of Audi and Mercedes. Now if you can’t understand the fact of which is written in the history books then you got IQ problems, and is as fallows… History of Audi ( four rings ) starts from 1885 with Werke AG, which involved creator of Audi August Horch, Winklhofer and Jaenicke were only two mechanics that worked for Wanderer – four rings – August Horch, they were only mechanics not owned or created, Horch was Wanderer AG where there was a share between Audiwerke AG and Horchwerke AG where also Zschopauer Motorenwerke AG was parent company sharing capital of the two AG’s. So Wanderer who’s creator and it is written in the books and history books of Audi as representation by the name Four rings – Wanderer, which later on became Audi. If you still have problems understanding then type in… Four rings – Wanderer that will take you directly to prove you the point that August Horch already was in the game, and actually Audi was the first one the make the brand production car ready. Because the first Mercedes Benz name as a brand name vehicles were produced in 1926 relate to wiki if you want, where Audi had its first brand name since 1901. So the fact that Audi had been involved in the game of Wanderer since 1885 with bicycles and being a production manager in the engine manufactoring department then CEO/Head of the entire motor vehicle construction department as well for Benz, tells you that in fact cars are built by designers engineers and leaders for the brand itself which what exactly August Horch has done, it just was not called Audi from the get go but a mix of prduct he innovated, invented, designed, created or had worked for, where he decided to move on and create his knowledge not for Carl Benz but him self. So before you start talking again on who is what I have just provided you clearly facts and even the research info, and know that you are talking to someone who specialises in Audi and Mercedes history, by being part not only of studying the history of the two but, owning their cars as well. And going back to the original topic of this story BMW is no more than a brand who by the way I owned as well, which from day of its existsnce copies both Audi first of all then Mercedes, the two major players in the car industry.

  • Phil

    A lot of words to try an explain away your historical revisionism, don’t you think?

  • Sydlocal

    If we wanted to get technical Holden were around even before Audi and Mercedes ie 1856. However they weren’t building cars then of course! :-)

  • Sydlocal

    You’re extremely bored aren’t you?! :-)

  • Dave W

    Medical attention? You’re the one ranting. lol

  • Phil

    Certainly had them licked for horsepower back then, and the stitching on the leather was pretty nice too :)

  • The-Mega-Audi

    Holden hahah sure if you were driving saddlers around, but it was easy to make cars soon after Audi and Mercedes made it all happen, copy and paste. Sadly today their quality has proven to be their worth, send them to near end.