But the reality, is that automotive bulbs are designed for typical automotive applications, they *say* 12V bulbs because people *think* that cars are 12V systems. In reality, with the alternator running, 14V is more realistic. An H1 lamp that is "rated" 1550 lumen, probably only achieves that under ideal circumstances with low resistance to the lamp and the car running. Directly driven off a 12V battery, the bulb sees less voltage, and is therefor significantly dimmer.
The other issue at hand, is that wattage only plays 1 factor in brightness how hard the lamp is driven is a major factor. In reality, the 12V H1 lamp, probably achieves 1550 bulb lumens when driven at about 13.8V or so with about a 200 hour life. So if you turn off the key, and it only sees 12.5V, it drops to ~1100 lumens but jumps up to around 700 hours life.
here's an example of a 50W halogen, 12V, that is only rated 600 lumens, but with 2000 hours life, (gently driven)
http://www.1000bulbs.com/product.php?product=676
here's an example of a 50W halogen, 12V, that is rated 1400 lumens, but only 50 hours life, (driven hard)
http://www.1000bulbs.com/product.php?product=1586
notice the massive variation in output at the same power consumption. When I was throwing some general numbers off the top of my head (anywhere from 1000 to 2500) I was not exaggerating the possible range, in fact, it would be very conceivable to have a 75W lamp that puts out even LESS than 1000 lumens.