GAC Emzoom: A Cheap Crossover That Disappoints Behind the Wheel
Chinese automaker GAC has launched its budget crossover Emzoom on the market. Its price is so low that most well-known brands wouldn’t even bother competing. But is it worth the money?
This is the second generation of the model. It first appeared in China in early 2023 under the name GS3 as part of the Trumpchi sub-brand. The Emzoom reached Australia last year as one of four models the Chinese manufacturer chose for this market. Unlike some of its ‘siblings’ that use electric powertrains, the Emzoom has a conventional internal combustion engine.
Price and Features: Is It Worth Considering?
Looking at the specifications and price, one might think the Emzoom is a smart choice for those seeking an inexpensive crossover. However, after a week behind the wheel, this impression fades. Buyers should look for other options, as this GAC feels unfinished in the most important aspects.
Quick Facts
Design and Interior: Stylish and Generous
If GAC wanted to create a car that stands out from the crowd, it succeeded in its task. There is nothing like the Emzoom on the roads. Its sharp and bold design will surely attract young buyers. Moreover, it has an attractive price.
In Australia, the Emzoom starts at AU$25,590 ($17,600), making it one of the cheapest new cars in the country. Only the Chery Tiggo 4 at AU$23,990 ($16,500) and the Hyundai Venue from AU$23,000 ($15,900) are cheaper. It can be argued that neither of these two options has the same emotional appeal as the Emzoom, as they have a more conventional and restrained design.
Under the hood is a 1.5-liter turbocharged four-cylinder engine producing 125 kW (168 hp) and 270 Nm (219 lb-ft) of torque. This engine is paired with a seven-speed dual-clutch transmission, which sounds good on paper. However, as we discovered during the test drive, we would prefer a conventional automatic or even a CVT.
Cabin: Technological and Luxurious
As can be expected from new cars from China, the Emzoom’s cabin does not match its low price. It looks much more premium than, for example, the Hyundai Venue.
A flat-bottomed sports steering wheel with silver inserts and leather upholstery immediately catches the eye. Despite the low cost, GAC did not skimp on the digital instrument cluster. It measures 7 inches diagonally and is framed in black glossy plastic. The graphics are large and bright. A large 14.6-inch multimedia screen is located on the center console.
The screen supports wireless Apple CarPlay and Android Auto, and it is slightly tilted towards the driver. All menus are clear, and there are fixed buttons at the bottom of the screen for adjusting fan speed and temperature. A particularly nice feature is the excellent surround-view camera, which is rarely found in cars of this price category.
It is also nice that drivers do not have to rely solely on the touchscreen to control the climate. There is a row of buttons for basic functions under the central vents, as well as two knobs for temperature and fan speed. This makes it almost unnecessary to use the screen for climate settings.
The overall cabin quality is good, with plenty of soft-touch materials. GAC has even added metal speaker grilles on the pillars, a sunroof, ambient lighting, and front seats with good lateral support. If someone said the Emzoom costs AU$45,000 ($31,000), I would believe it based solely on the interior.
However, as nice as the cabin is, GAC’s latest product feels unfinished at low speeds but becomes acceptable at higher ones.
Drawbacks: Transmission and Blind Spots
Let’s start with the bad. Firstly, the seven-speed dual-clutch transmission is terrible. This is, without a doubt, the worst-tuned automated manual I have ever seen, and by a large margin.
A light press on the accelerator pedal when starting from a traffic light causes the Emzoom to lurch forward sharply, as if you had floored it. This makes smooth acceleration nearly impossible. The same problem occurs when parking.
If you try to reverse slowly, the Emzoom accelerates abruptly, forcing you to slam on the brakes to avoid a collision. The only way to park is to tap the gas for a moment, cover the brake, and repeat this procedure over and over as needed.
During driving, gear changes are also slow and jerky. It seems the engineers tested the Emzoom a couple of times, decided it was fine, and released it without ensuring it was pleasant to drive in the city. In Sport mode, acceleration becomes even less smooth.
Additionally, the Emzoom suffers from significant rev-hang. The steering also feels strange: it is too heavy in the first few degrees of turn and then lightens significantly as the steering angle increases.
Perhaps the most irritating aspect is the blind-spot monitoring system. Every time you activate the turn signal, an image from the camera mounted in the mirror appears on the multimedia screen. Even worse, there is a two-inch thick white border around this image, which is especially annoying at night as it illuminates the entire cabin. And worst of all, this function cannot be turned off, even though other GAC models have this option.
Positives: Engine and Handling
Despite these flaws, the Emzoom is quite pleasant to drive. The turbocharged engine is not the most refined and can be quite loud, but it provides the Emzoom with decent power, aided by the crossover’s relatively light weight (1,415 kg). Acceleration up to 60 km/h is strong, and although it begins to taper off after that, it is sufficient for most buyers.
The suspension also seemed like a good compromise between softness and sportiness. It is stiff enough to make the Emzoom fun to drive through corners, yet it smooths out road imperfections well.
Overall efficiency is also respectable: over a week, the average consumption was 6.1 L/100 km, slightly better than the official 6.6 L/100 km.
Verdict: Is It Worth Buying?
Perhaps the best thing about the Emzoom is its value for money. Not only does it look interesting, but it is also well-equipped, stands out from the competition, and its powertrain becomes smooth at speeds above 60 km/h.
GAC deserves praise for developing such a crossover, and I have no doubt it will appeal to many young buyers. However, if they have an idea of how modern cars should drive, they may be disappointed when they get behind the wheel and encounter the transmission issues.
As a starting point, the Emzoom is good. If GAC can make the engine and transmission feel more premium, rather than borrowed from the early 2010s, the Emzoom would become an ideal choice for budget-conscious buyers.
Ultimately, the GAC Emzoom is a car that evokes mixed feelings. It offers impressive design, a generous cabin, and an attractive price, but its main drawbacks — a terrible transmission and an irritating blind-spot system — can negate all its advantages. It is a typical example of a good idea being ruined by poor execution. Potential buyers should carefully weigh all the pros and cons before making a decision and perhaps consider more balanced alternatives, even if they cost a bit more. The budget crossover market is becoming increasingly competitive, and GAC will have to work seriously on eliminating these flaws to stay afloat.