THE three-pointed star and the distinctive grille are still prominent features, but the most significant change to Mercedes-Benz design over the past few decades has been the introduction of 'emotion'.

'If you look back 20 years ago, Mercedes-Benz design was very prestigious and status-oriented,' explains Peter Pfeiffer, the Mercedes Car Group's senior vice-president for design.

The styling of a Merc then also had to last for a 'long time' because the life cycle of a model in those days was between 10 and 18 years, or as much as three times longer than what it is today.

'The biggest change nowadays is that we brought more emotion into design,' says Prof Pfeiffer, who was in Singapore last month for the Mercedes-Benz Design Workshop.

This new quality of design means that unlike Mercedes styling which used to appeal to the brain, 'today, it speaks to your heart'.

'If we do our job right, you will look at the car and say you like it instead of thinking about its equipment or safety features,' says the mild-mannered design chief, before adding with a laugh: 'We still need these qualities but we have to add some new ones too.'

Prof Pfeiffer, 64, joined Mercedes in 1968. He assumed responsibility for the design of all products of the Mercedes Car Group in 1999.

Under his management, the following vehicles were developed - the current models of the A, B, C, E, S, M and R-Classes, along with sports cars such as the SL, SLK and SLR McLaren.

The sensuous CLS-Class - the so-called 'four-door coupe' - was also created under his watch, as well as commercial vehicle models like the Sprinter, Actros and Atego.

Prof Pfeiffer says that the CLS and the new C-Class are good examples of this emotional design. The latter can be ordered with 'two faces' - one with the traditional radiator and one with the large central star on the grille.

'This gives the new C a sportier appeal.'

But what is interesting is the reaction to the styling choices. In Singapore, 95 per cent of buyers choose the C-Class with the big star. In Europe, the mix is about 50:50.

There is no question that design helps to sell cars, says the design chief.

'For Mercedes-Benz, it is becoming more and more important. If you look at our heritage, we have always had traditional qualities like construction, reliability and safety. Now, we have added design as a new quality. Mercedes must have all those qualities. We are not a brand that is represented by just one quality.'

He provides a sporting analogy - if this was track and field, Mercedes must be a decathlete, one who is the best in all 10 events.

But while design is important to motivate people to buy a Merc, technology is equally vital. Mercedes-Benz prides itself on setting the benchmark for new automotive technologies, especially in safety innovations. This means that each car it makes needs technology to combine with good design before it can convince a customer to pay a bit more.

'Design gives vehicles a face,' says Prof Pfeiffer. 'It lends them character and makes them unmistakeable.'

Looking ahead, the design guru believes that future design trends will depend on technology.

'Future technology is a chance for new design,' he says. For instance, looking at car development 20 years ago, the cabin of an 80s model only had a radio in it. Today, there is a multimedia interface with a controller knob.

As for safety, Mercedes models today have Pre-Safe protection system which anticipates accidents and reacts accordingly by preparing the elements of the interior, such as the seats and sunroof, for a possible collision.

'Design reacts to technology,' says Prof Pfeiffer. One does not dictate to the other but instead they work hand in hand. 'Sometimes, form follows function, but sometimes, function follows form.'