The system is known as a "Pulse Light" system. There are a number of STC's available for various aircraft types. Generally this system is pitched by the STC holder, both as a visual aid and as a bird deterrent. My personal experience is that the system works extremely well at both.
On your second point concerning aircraft lamps for cars. Most aircraft landing light systems function on 28VDC. On larger aircraft this is done by placing power transformers between the lamp and whichever AC bus is supplying. At roughly $140 to 260 USD per lamp, I think you’d be better off heading to your local boat shop for a good 12 Volt 50,000 candle power, hand held lamp.