Mercedes-Benz has launched its A 250 Sport in the Middle East, marking a new direction for the car-maker in the region. The car sets a fresh benchmark in the luxury compact segment with a powerful, sporty and luxuriously designed and appointed hot hatch, said a statement. Markedly emotive AMG bodystyling design combines with agile handling and a powerful four-cylinder, two-litre turbocharged engine that produces a roaring 211 hp and 350 Nm of torque and speeds to 100km/h in just 6.6 seconds. GCC standard specifications come fully loaded compared to the international market, including a very sporty interior design with red stitching, designo red seat belts, red framed SLS AMG style air vents, comfortable sport seats, aggressive exterior look with diamond grille, red brake callipers, 18” five spoke AMG light-alloy wheels in high sheen black finish and headlamps with red marker rings, the statement said. The standard safety specification includes the radar-based Collision Prevention Assist system.  The car is priced at $37,000 GCC wide. \"Mercedes-Benz is becoming the most dynamic premium brand in the world. As part of this development, the A 250 Sport represents an important milestone. The A 250 Sport is completely new, down to the last detail. In automotive development, it\'s not often you get the chance to start with a clean sheet of paper. Our engineers have made the very most of that opportunity,\" said Frank Bernthaler, director, sales and marketing, Mercedes-Benz Cars, Middle East & Levant. GCC options in addition to the standard specification include Xenon Lights, Active Parking Assist, and a Light Sight Package (Interior Ambient Lighting). Additional safety options include Distronic Plus, and Blind Spot Assist. The timing of the launch into an entirely new segment for Mercedes-Benz in the region forms an important pillar of the Mercedes-Benz global and regional strategy to become the globe’s number one premium brand by 2020, he said. Mercedes-Benz Middle East and Levant has built on a historically large regional market share for luxury sedans such as the E- and S-Class models in recent years, by expanding its market share in other segments. This achieved a best sales year ever in 2012, with record SUV and AMG performance division sales, whilst changing the regional perception of Mercedes-Benz to be recognized as a more attainable, sporty and youthful brand proudly boasting the prestige and status of the three pointed star. Launched with the tagline ‘Drive yourself’, the arrival of the A 250 Sport to the region aims to turn the luxury small car segment on its head and marks a new direction for Mercedes-Benz in the region. With the A-Class, Mercedes-Benz is targeting a growing ambitious, affluent, young and aspirational new market, providing a car with the three pointed star that boasts good looks, performance, prestige and attitude, at a price point that makes attainability of the brand a reality for those that may consider owning a Mercedes-Benz as ‘something they want but sometime in the future’. The A 250 Sport makes the dream of Mercedes-Benz ownership a reality, initiating a lifelong relationship with its customers far earlier than before, it said.  TradeArabia News