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The automotive industry is one of the markets where new technologies can appear and interact directly with the consumer. One technology that is struggling to find its feet in the consumer world, but could benefit by inclusion in vehicles, is OLED lighting. While there are questions about its efficiency, and high price, being included in an already expensive item would bring it to the attention of the mass market. German manufacturer Audi is known for its innovations in vehicle lighting, having been the first to include LEDs in tail lamps, and then again in the sidelights of a vehicle. It has now begun to pioneer the use of OLED lighting in vehicles - not just as a lens, but to also create cars that can respond to the driver's mood.