Seems LED lighting has become a little passé, with just about every car on the road offering one version or another of the technology at both ends. For prestige brands, that just won't do.
In a bid to stay ahead of the pack, Audi has updated its muscly Sport Quattro coupe concept this week with a new set of laser headlights (and a coat of 'Plasma Red' paint).
Granted, this isn't quite a first; BMW has delivered a similar system with its new i8 coupe, but as a next-generation system, it's a significant step forward for the Audi brand.
The headlights in Audi's upgraded Sport Quattro 'Laserlight' concept are powered by laser diodes, and Audi claims a 500 metre high-beam range - or around twice the distance of LED lights in high-beam mode.
And, although significantly smaller than LED diodes, Audi says the laser diodes are around three times brighter than LED high-beam lights.
The dual-headlight design also includes elements of Audi's existing LED technology, which is used for regular low-beam driving.
Audi hasn't offered any hints on a production timeline for its laser system - meaning BMW could still beat it to showrooms - but the next Audi A8 is a likely starter.
As for the 515kW petrol-V8/electric Sport Quattro hybrid, its future as a production model remains as cloudy as ever...