MERCEDES-AMG has made the unprecedented move of dipping into the calmer waters of an urban performance hatch that combines all the aura and thrill of the AMG badge with a competitive price tag.

The A35 hatch, to be joined later this year by a sedan, is docile for the city yet engaging through the turns to retain all the AMG traits in a car that is family friendly and even boasts affordable ownership costs.

Unashamedly, it is aimed at the enthusiast who wants it hot – but not too hot – and has a modest expectation of the purchase price.

While Mercedes-Benz Australia/Pacific refuses to publicly put a sales target on the hatch and sedan – and would not even discuss expectations of the A35 becoming its most popular AMG model, a title held now by the C43 and C63 duo – it undoubtedly has the potential to hold that crown.