If all other design factors are the same, at such low levels as 4W the 12V could run hotter, so have higher efficacy, the reason is the thin 120V filament needs more margin for mechanical rigidity. But automotive lamps have to endure a lot of vibrations, so a 12V 4W auto lamp has to operate at lower temperature so have lower light output than would a 12V 4W home use have. So it became a coincidence the 120V 4W home lamp has the same output as the 4W 12V automotive.
120V automotive wont be feasible at all, with 24V (large truck or bus lamps) the power rating has to be already about 20% higher or light output 20% lower than a 12V equivalent for the same function. Well, with most lamps the wattages are kept same and the lower output is tolerated, for the front lights however the wattage is increased (e.g. 24V are 75/65W instead of 65/55W for 12V H4...)...
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