NIGHT BREAKERTM +90% more light +10% whiter

NIGHT BREAKERTM
+90% more light
+10% whiter light
Grow and increase your profit
with … An exclusive and
outstanding innovation for the
largest customer segment of
Value Added Products
Background / Product Idea / Customer Needs
In the year 2000, OSRAM – the market leader in automotive lighting - introduced the
SILVERSTAR lamp family with +50% more light on the road. Through this family OSRAM
offered a profitable upgrade solution for better light, better sight and higher safety which was
well appreciated by the markets and drivers.
Within the last years the SILVERSTAR family was challenged by various innovations like
„Philips Nightguide +50%“ „Philips Power2Night +30% and +50%“ and last but not least by the
„Philips Xtreme Power +80%“.
During the last years OSRAM was constantly and intensively working on a new lamp family to
outperform all lamps on the market with regard to light power, road illumination and light
appearance. OSRAM wanted to have, without any compromises, the Maximum Performance
Lamp for Maximum Road Illumination and Maximum Safety – the best product available to
fulfill the customer needs of the active and safety oriented drivers.
With the new NIGHT BREAKERTM lamp family OSRAM has achieved these targets. With
+90% more light on the road and +10% whiter light OSRAM NIGHT BREAKERTM brings more
and better light on the road than any other lamp. OSRAM proves again it‘s market and
innovation leadership on the basis of having the best product for each customer segment/
need.
OSRAM NIGHT BREAKERTM is now the TOP Product for the Active and Safety Oriented
drivers. The well known SILVERSTAR family stays within the OSRAM portfolio as an upgrade
solution below the OSRAM NIGHT BREAKERTM family.
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NIGHT BREAKERTM
USP (Unique Selling Proposition) and Reason Why
“MAXIMUM PERFORMANCE”
+90% more light on the road
+10% whiter light
Exclusive design
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NIGHT BREAKERTM
Dedicated for the large Target Group of “Active Drivers”
OSRAM AM ValueAddedProducts – The right one for everyone
NIGHT BREAKERTM
LIGHT@DAY®
COOL BLUE®
The new TOP product for
the active driver segment
For the active
Maximum performance
For the safety-conscious
Up to 3 times longer lifetime for
day and night operation
up to +90% more light on the road for
Greater usage-unchanged
best view and highest safety
up to +10% whiter light for best comfort replacement intervals
Exclusive design with silver cup and Driving with day-time light
reduces risk of accidents
two blue stripes
For the design-oriented
Distinctive crisp-blue light
(4000 Kelvin)
Up to 20% more brightness
Clearer lane illuminance
Ideal for tuning enthusiasts
Modern design with silver cup
Safety-oriented drivers
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Design-oriented drivers
NIGHT BREAKERTM
covers the largest Market Potential of VAP buyers
NIGHT BREAKERTM is well positioned to target the largest customer
segment of VAP – active and safety oriented drivers.
Segmentation of spare parts buyers:
• 72% standard
• 19% safety
• 6% convenience
• 4% tuning
The product benefit hits exactly the most important buying criteria:
Lighting power (41% importance) is by far the most important
buying criteria
Source: Gfk 2002 – Germany
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Positioning of NIGHT BREAKERTM . “The best product
for each customer segment – increased interaction”
Design
+”Blue” light everywhere
+Homogeneous and good road illumination
COOL BLUE
up to
4000K
Passive
Safety
+Permanent light
+Lights on at day
LIGHT@DAY
2-3 x longer life
Super
Silverstar
+30% more
light
+50% more
light
NIGHT
BREAKERTM
+90% more light
+10% whiter light
w
ne
TRUCKSTAR
100% longer life
100% more light
extreme robust
24V Trucks+Busses
+Service life and robustness
+Best light and best sight
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Active
Safety
+Best light
+Road illumination
Available Packaging for LAMPS –
„Premium Packaging for Premium Lamps“
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BOX
DUO BOX
Blister
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Carton Box
Available ASSORTMENTS
Mixed Counterdisplay
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Generation of light distribution
Important
... measured
area of with
light respect
distribution:
to ECE
Range
Regulation
region 112B:
Range region
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Generation of light distribution
Highest Brightness
Whiter Light
Cool Design
Cool Design
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Generation of light distribution
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The progression
From uncoated...
partly coated bulb
STEP 3
Target 1: extremely high luminance
Target 2: whiter light
STEP 2
STEP 1
reduce luminous flux
ECE conformity
... to 2 blue rings
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Product Features
Cool Design
Brighter Light
Whiter Light
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Competition:
Philips - X-treme Power +80%
Product Features
• Up to 80% more light on the road
• “Tuning” design
• Good test reports in car magazines
• Philips Claim: “The brightest non xenon
automotive lamp currently available”
Comments:
•High end-customer price makes it a niche
product
•OSRAM NIGHT BREAKERTM outperforms
this lamp
•Is targeted on the tuning segment only
which represents only 4% of the market
Limited profit and growth potential.
Unclear positioning to end-customer.
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Competition:
Philips - NightGuide DoubleLife +50%
3 different zones
Concept: 3-Color Safety
• 1. Security Zone
Up to 50% more light on the street
• 2. Information Zone
Blue light for a better reflection of street signs at the right
side of the street
• 3. Comfort Zone
Yellow light for a more comfortable vision and less glare
Comments:
•Complex “Marketing” story, difficult to understand for
end-customers
•Therefore never gained wide acceptance in the market
•OSRAM NIGHT BREAKERTM outperforms this lamp by far
(+50% in comparison with +90% more light)
•H7 Philips NightGuide must be available in 2 different
versions at the Point of Sale (increased logistics,
customer confusion and irritation, explanation and
support needed)
•The impression of the colors is mainly determined by the
car type. For some cars the visible effect is neglectable.
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Frequently Asked Questions for NIGHT BREAKERTM
Question: What does +90% more light on the road mean?
- Answer: In 50 to 75 ahead from your car we measure the road illumination of
usual standard lamps in comparison with the road illumination with
NIGHT BREAKERTM lamps. In the same measuring points the NIGHT
BREAKERTM brings up to +90% more light on the road. This means the
drivers have +90% more light on the road ahead and can see much
farther – a clear benefit in performance, safety and comfort.
Question: What does +10% whiter light mean?
- Answer: The color temperature – the appearance of the light perceived by the
driver is measured in „Kelvin“. Higher color temperatures give the
drivers the impression of whiter light and are anticipated by the drivers
as more powerfull and more comfortable to see and drive than standard
lamps. An additional benefit of NIGHT BREAKERTM not offered by any
other competitor.
Question: What about the service life of the NIGHT BREAKERTM lamps?
- Answer: Through a totally new lamp design OSRAM achieved to bring +90%
more light on the road but with a comparable service life as the existing
COOL BLUE or SILVERSTAR types. A clear advantage.
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Frequently Asked Questions for NIGHT BREAKERTM
Question: What are my benefits when I upgrade my high beams to NIGHT BREAKERTM?
- Answer: The benefit of more light and whiter light makes your High Beams
stronger than ever. See farther, see better – also when you are alone on
the road.
Question: What are my benefits when I upgrade my fog lights to NIGHT BREAKERTM?
- Answer: What do you need when driving in bad weather conditions? – Maximum
Light and Minimum Glare. NIGHT BREAKERTM gives you exactly these
benefits. The +90% more light help to see farther through the rain/snow/
fog whereas the blue coating stripes reduce the possible glare at the side
areas. NIGHT BREAKERTM is „cutting“ through the rain/snow/fog.
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NIGHT BREAKERTM lamp family – 100% market
coverage
NIGHT BREAKERTM family
H4
H11
H7
H1
BREAKERTM
NIGHT
H1 – the
typical high beam lamp.
Upgrade now to NIGHT
BREAKERTM!
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H3
NIGHT BREAKERTM
H7 – the TOP volume
type
NIGHT BREAKERTM
H11 – ultimate
performance now also
for your fog lights
available
NIGHT BREAKERTM
H4 – the TOP volume
type
Draft of NIGHT BREAKERTM „Key Visual“ – Emotional
and attractive to end-customers worldwide
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