Disclosed is an automotive headlamp system which can control an illumination pattern of headlamps by rotating a headlamp unit and/or adjusting the light intensity of a light source included in the headlamp unit based on the position of a front vehicle located ahead in a driving direction, and a method of controlling the automotive headlamp system. The automotive headlamp system includes an image capture unit capturing an image of an area ahead of a vehicle in a driving direction of the vehicle, a position determination unit determining a position of a front vehicle based on the captured image, a headlamp unit comprising an array of a plurality of light sources, and a control unit controlling an illumination pattern of the headlamp unit by rotating the headlamp unit and/or adjusting a light intensity of a light source based on the determined position of the front vehicle.