There’s no shortage of compact SUVs in New Zealand. In fact, manufacturers seem to be producing them faster than Auckland produces road cones. The challenge for any newcomer isn’t simply being good, it’s about being memorable, and i\that’s something the GAC Emzoom does very well.
With a name that sounds like a video conferencing app and styling that looks like it belongs in a science-fiction film, the Emzoom arrives in New Zealand carrying a lot of expectation and one very attractive number, a price tag of just over $30,000. That’s an increasingly rare figure in today’s automotive market, particularly when you’re talking about a well-equipped SUV loaded with technology, safety systems and enough visual drama to stop traffic.
After spending time behind the wheel, I came away impressed by what GAC has achieved. The Emzoom isn’t perfect, but considering what it offers for the money, it’s difficult not to see it as one of the more interesting value propositions currently on sale.
Exterior – Concept Car Looks on a Budget
If your idea of a compact SUV is something sensible and anonymous, the Emzoom probably isn’t for you. This thing is bold, Very bold.
The front end is dominated by what GAC calls its “Flying Wing” grille, an enormous angular design flanked by razor-sharp LED headlights and aggressive bumper treatments. Every panel seems to have been folded, sculpted or chiselled by someone who was told subtlety was banned.
From the side, the Emzoom continues the futuristic theme with hidden door handles, a floating roof design and sharp character lines that give it genuine visual presence. The rear is equally dramatic, featuring an intricate LED light signature and sporty detailing that wouldn’t look out of place on something costing considerably more.
The proportions work well too. At 4.4 metres long, it’s compact enough for city life yet substantial enough to avoid looking toy-like. What impressed me most was how cohesive the design feels. Some budget vehicles throw every styling trick into the mix and hope for the best. The Emzoom somehow manages to be busy and stylish at the same time. In a sea of lookalike SUVs, this one stands out.
Interior – Surprisingly Premium
Open the door and the first surprise arrives. The cabin feels significantly more expensive than the price tag suggests. The dashboard adopts a minimalist, modern layout centred around a large 14.6-inch touchscreen, while a separate 7-inch digital instrument cluster handles driver information. The design is clean, contemporary and refreshingly uncluttered.
Material quality is better than expected. While there are inevitably some harder plastics lower down, the areas you regularly touch feel well finished, and the overall presentation punches above its weight.
The seats are particularly noteworthy. Comfortable and supportive, they offer a level of comfort usually associated with more expensive competitors. The driver’s seat is ventilated too, a feature that’s still relatively uncommon at this price point.
Space is generous for a compact SUV. Front occupants enjoy plenty of room, while rear passengers benefit from surprisingly good legroom and headroom. The rear seat backrests fold flat when required, creating a useful cargo area for weekend adventures or the inevitable IKEA run (despite this NOT being a Volvo).
Ambient lighting adds a touch of theatre after dark, and the panoramic roof helps create an airy atmosphere. It’s not luxury-car territory, but it certainly doesn’t feel like a budget vehicle.
Big Screen Energy
The Emzoom’s 14.6-inch touchscreen is impossible to miss, but thankfully, it’s not there simply for showroom appeal. The system is responsive, clear and generally intuitive to use. Wireless Apple CarPlay and Android Auto come standard, meaning most owners will quickly connect their smartphone and get on with life. Wireless phone charging is also included, along with multiple USB ports and Bluetooth connectivity.
The digital driver’s display is smaller than some rivals but presents information clearly and avoids unnecessary clutter. Where the Emzoom really impresses is in the amount of technology included as standard. Features such as a 360-degree camera, adaptive cruise control, blind-spot monitoring, lane keeping assistance, autonomous emergency braking and automatic parking would once have been exclusive to vehicles costing substantially more.
There’s an undeniable sense that GAC has looked at what competitors charge extra for and simply bundled everything in, and for those seeking maximum bang for buck, that’s a compelling strategy.
Powertrain – Strong Numbers but Mixed Execution
Under the bonnet sits a turbocharged 1.5-litre four-cylinder petrol engine producing 125kW and 270Nm and on paper, those are healthy figures for a compact SUV. The engine is paired with a seven-speed dual-clutch transmission driving the front wheels, and once underway, the combination delivers respectable performance.
Mid-range acceleration is particularly strong. Need to merge onto a motorway or overtake slower traffic, then the Emzoom responds willingly, with plenty of torque available from relatively low revs. Fuel economy is also respectable, with a claimed combined consumption figure of 6.6L/100km (however, my hefty right foot meant that I managed around 9L/100km).
Unfortunately, at low speeds and during take-off, the relationship between the engine, throttle calibration and dual-clutch transmission isn’t especially polished. Pulling away from intersections can occasionally feel awkward. Initial throttle response is dull and hesitant, encouraging you to apply more pedal. Then, suddenly, the turbocharged engine wakes up, the revs flare and the vehicle lunges forward with considerably more enthusiasm than expected.
It’s not dangerous, but it can make smooth progress difficult during urban driving, and requires some restraint and rethinking. The transmission itself sometimes contributes to this sensation, occasionally feeling indecisive during low-speed manoeuvres where a conventional automatic might behave more naturally. As a footnote – We have brought this to GAC’s attention and undoubtedly they with have a fix or remap underway.
The good news is that once you’re moving, much of this disappears. At open-road speeds the drivetrain settles down nicely, and the Emzoom becomes a genuinely pleasant companion. It’s a reminder that while GAC has delivered excellent value, there’s still a little refinement left to unlock.
Driving – Better Than Expected
Out on New Zealand roads, the Emzoom proves itself to be a capable all-rounder. The steering is light and easy around town, making parking and tight manoeuvres straightforward. Visibility is generally good, aided by the comprehensive camera system.
Ride quality is one of the pleasant surprises. The suspension strikes a sensible balance between comfort and control, absorbing most road imperfections without becoming floaty or disconnected. Whether tackling urban streets or longer stretches of highway, the Emzoom remains composed and comfortable.
Body roll is present, as you’d expect from a compact SUV, but it’s well managed. The chassis feels secure and predictable, inspiring confidence even when roads become more challenging. Road and wind noise are reasonably well suppressed, contributing to a refined cruising experience.
No, it won’t trouble a hot hatch on a winding back road, but that’s not really the point. The Emzoom is designed to transport families, commuters and adventurers comfortably and efficiently, and it does exactly that.
Tarmac Takeaway – A Lot of SUV for the Money
The GAC Emzoom enters one of New Zealand’s most competitive segments and immediately makes a strong case for itself. It looks distinctive, offers an impressive level of equipment, delivers plenty of interior space and provides a driving experience that’s generally more polished than its price tag would suggest.
Yes, the engine and dual-clutch transmission combination lacks refinement at low speeds. The occasionally abrupt throttle response is something prospective buyers should experience during a test drive. But viewed in context, it’s a relatively small criticism.
When you’re paying just over $30,000 for a stylish SUV loaded with technology, safety equipment, comfort features and eye-catching design, compromises are inevitable somewhere.
The impressive thing is how few compromises there actually are. The Emzoom doesn’t merely compete on price. It competes on value, design and equipment as well, and in a market where many compact SUVs have become increasingly expensive and increasingly similar, that makes the GAC Emzoom one of the more interesting new arrivals of the year.
Price: From just over $30,000
Engine: 1.5-litre turbocharged petrol
Power: 125kW / 270Nm
Transmission: 7-speed dual-clutch automatic
Drive: Front-wheel drive
