@bluelights:
90lm/W have CMH for general lighting service, with very low buffer gas pressure. The high Xe fill pressure of automotive MH and the limitation to use quartz reduce their efficacy about to one half (below).
Why the xenon in the automotive MH lamps cause them to become less efficient then regualr MH lamps with argon if the same gas (Xenon) are used in the Philips CPO-TW Cerium/Sodium CMH and does the opposite.
The difference lies mainly in far different requirements and their priorities, yielding mainly different xenon fill pressure:
General lighting CMH has the top priority to deliver the highest efficacy and good color rendering, while longer warmup delay and larger luminous surface area are of no issue (in fact the diffusion is a plus, as it even out color gradients), so the ceramic arctube (allowing higher operating temperatures) and very low buffer gas pressure might be used, so it does not interfere with the arc energy budget. The xenon is used, as it allow very low concentration, lower then Ar and still is efficient in providing medium for initial heat-up and protecting electrodes. In fact it focus all power dissipation in the initial state (before mercury evaporate) to electrodes, where the mercury usually reside when cold.
Automotive lamps have in contrast requirement for operation in highly focused beams (what allow to form the required distribution pattern), what require very small "point of light source", what ask for the quartz as the only clear material available for the arctube. It's low (compare to ceramic) allowed operating temperature reduce the range of useful luminous fill materials.
On top of this is the requirement for instant full luminous flux, what is achievable only with xenon at rather high pressure. But such high pressure causes it's density in the arc being quite high, so it absorb significant amount of energy from accelerated electrons (what normally excite luminous atoms like Na, Hg, Sc,...) and emit the energy in full xenon spectrum, so significant radiation of the lamp is then in xenon-IR.
At the same time, as Xenon emit at lot of wavelengths across the visible spectrum, it is capable to absorb the light from the same spectrum, affecting even the radiation of other luminous elements, reducing the useful light output even more.
All that is "paid" (compare to general lighting MH) only in order to be street legal...