Benz are using psychologists to pinpoint subjective impressions and turn them into measurable dimensions, according to spokesman Wolfang Zanker. Leather, he says, should "feel" a certain way so that the customer "knows exactly when he is sitting in a Mercedes". Psychologists know all too well that if a material feels cheap, too hard or too thin it can soon lead to disappointment. The customer will feel uncomfortable each time he or she gets into the car. Smell, too, is a sensitive issue. What is fine for one person in a certain situation can be a real irritant in other circumstances and thus affect concentration and driving safety. Professional "sniffer" teams test every prototype before mass production. An array of control systems and switches on the dashboard and steering wheel can be haphazardly designed and therefore confusing. New technology and warning systems mean more icon symbols. The trick is to make only the symbols light up that are really needed. Several cars cater for individual preference. Gear changing can be done either on the steering wheel with the flick of a switch like a Formula 1 car, or conventionally with the gear knob placed centrally below the dashboard. Using menu functions similar to a cell phone the driver can adjust his or her preferences for anything from interior lighting to armrest adjustment. The choice of colour and seat materials is more widespread than ever before as those who can afford it opt to choose just what fits their tastes perfectly.
