BMW is demonstrating a new concept car, the M4 Concept Iconic Lights with two new lighting technologies - the laserlight headlights and the OLED based tail lights and rear direction indicators. BMW is using many small thin OLEDs to create a 3D effect.
BMW says that they will launch a production model with OLEDs in the "near future". In April 2014 BMW said that the future lighting technology for their automobiles will be OLED, and that BMW expects to start selling cars with OLED lighting within 3 years.
