In the evolving landscape of automotive design, lighting has moved beyond mere function. Nowhere is this transformation more apparent than at the rear of the vehicle. Tail lamps, once designed primarily for visibility and compliance, are rapidly becoming a critical interface for brand identity, digital communication, and vehicle-to-environment interaction.
This shift is driving innovation across the industry, from global OEMs to specialized technology leaders. One company at the forefront of this development is LEONHARD KURZ, which, in collaboration with ams OSRAM, has developed a future-focused rear lighting concept that redefines how tail lamps can support both brand identity and vehicle communication. “Electrification and the rise of autonomous functions and connected mobility require lighting to play an active role in C2X communication. And with global design cycles accelerating, OEMs face growing pressure to deliver differentiation, digital readiness and sustainability across every visible component,” explains Luitpold Haarländer, Head of Business Area Plastic Decoration Automotive at KURZ.
Tail Lights as a Language of Identity
As vehicles become increasingly intelligent and software-defined, exterior lighting is being reimagined as an expressive and modular communication layer. For designers, this means moving away from static, hardware-based solutions toward dynamic, programmable systems that can adapt to different brands, markets and driving scenarios.
Rear lighting in particular offers a compelling platform for visual storytelling. Beyond brake or turn signals, designers are exploring how signature light animations can reinforce a vehicle’s personality or indicate autonomous driving modes. Lighting sequences might soon communicate vehicle status, hazard detection or even C2X messages to other road users. What was once a compliance element is fast becoming a canvas for innovation.
A Technical Balancing Act for OEMs
For manufacturers, the challenge lies in integrating these expressive capabilities into scalable, cost-effective, and regulation-compliant components. “Rear lighting must maintain a balance between form and function, style and safety, aesthetics and aerodynamics,” says Luitpold Haarländer. With added constraints around energy consumption and recyclability, OEMs need smart surface solutions that don’t compromise on technical feasibility.
Moreover, the growing importance of sustainable design places additional demands on component development. Materials must support circularity and low-carbon manufacturing while still delivering premium haptics, optical performance and durability. In this context, suppliers who can fuse aesthetic design, intelligent function and environmental responsibility into a single system are gaining strategic relevance.
A Glimpse into the Future: The Rear Light Concept by LEONHARD KURZ and ams OSRAM
One recent example of how these ambitions can be realized is the Rear Light Concept, a joint development by LEONHARD KURZ and ams OSRAM which will be presented at IAA Mobility 2025. The concept showcases how lighting, surface design and communication can be seamlessly integrated into a single rear module.
At first glance, the rear exterior remains visually understated thanks to its hidden-til-lit design. Once activated, the concept reveals a series of precisely illuminated, fully programmable light signatures. These animations are powered by ultra-compact mini-LEDs embedded into the rear side of the component using ALIYOS™ technology from ams OSRAM. The result is a sharply defined, evenly illuminated light signature that delivers high brightness with low energy consumption – all within an extremely compact module depth.
What sets the concept apart is its manufacturing approach. The In-Mold Decoration (IMD) by KURZ combines several production steps into one highly efficient process, and Functional Foil Bonding Adhesive enables the seamless inclusion of lighting elements within th
e 2.5D form part. The part can also be enhanced with a polyurethane-based surface coating that adds texture, gloss and even self-healing capabilities. All of this is achieved in a single, highly efficient process designed with industrial scalability in mind. “From a performance perspective, the concept meets important criteria for future mobility. It is also fully recyclable, offering OEMs a pathway toward circularity without design compromise,” Luitpold Haarländer explains.
From Vision to Production
While the concept will be showcased at IAA Mobility, the light integration process will also be presented live during K 2025. This live demonstration is intended not just to inspire but to prove that bold design and responsible engineering can go hand in hand. With optional variants featuring integrated sensor surfaces, responsive light animations and custom visual signatures, the system is designed to be modular, adaptable and production-ready.
For OEMs, solutions like this represent more than just new aesthetics. They provide a framework for evolving brand identity into the age of electrification and intelligent mobility where every surface, including the tail light, is an opportunity to communicate, connect and differentiate.
The Road Ahead
Rear lighting is no longer the afterthought of automotive design. It is becoming a key player in shaping the visual language of future vehicles, especially in an era where form must follow not only function, but also data and interaction. As digital surfaces and intelligent lighting systems become more central to vehicle architecture, the rear of the car is stepping into the spotlight. And with innovations like the Rear Light Concept, that spotlight is now programmable, dynamic and ready for the road ahead.
