A new day, a new brand; Chinese state-owned GAC Motor has debuted in the South African market with a model that comes as a statement of intent. Alex Shahini drove the all-new GS3 Emzoom R-Style during its launch in Muldersdrift.
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GAC GS3 Emzoom R-Style Fast Facts
- Price: R549 900
- Engine: 1.5-litre 4-cylinder turbo petrol engine
- Transmission: 7-speed dual-clutch automatic transmission
- Power: 130 kW
- Torque: 270 N.m
- Fuel consumption: 6.2 L/100 km
- Rivals: Haval Jolion, Toyota Corolla Cross, Omoda C5, Nissan Qashqai
What are we driving and why is it significant?
The arrival of the GS3 Emzoom serves as the entry point of GAC Motor, also known as GAC, into South Africa. Like the new-age Chinese automakers that have come before, GAC and its novel product offering locally promise impressive value for money in what is a now bustling and even overcrowded segment. While there will be a brand activation towards the end of August in which GAC Motor will outline its product plans and models under study for the local market, the team decided to whet the palates of local motoring journalists with what is one of the most fresh-faced additions in the C-Segment of SUVs having only debuted in 2023.
What are the GAC GS3 Emzoom’s rivals?
This compact crossover segment is a lucrative pie for automakers to win market share, particularly newcomers wanting to get as many models on the road for increased brand awareness. The decision to debut the GS3 Emzoom comes as a response to this, particularly considering its projected penetration this year is 18.9%, up from 8.1% in 2014. That being said, the key rivals the new GAC SUV has been pitted against are the Toyota Corolla Cross, Haval Jolion Pro, the Chery Tiggo 4 Pro-based Omoda C5 and the Nissan Qashqai.
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As mentioned previously, these models serve as some of the most popular in the market, with the Corolla Cross trailing behind only the Polo Vivo and Polo in the passenger segment. Using last month’s data as an example, the Toyota alone managed 1 547 units during the month, underscoring the importance of the segment for the South African market.
What’s new on the GAC GS3 Emzoom?
Now in its second generation, the current iteration of the GS3 Emzoom only debuted in China last year as a completely ground-up developed model, making it a relatively fresh product in a sea of SUVs considering some that have been on the market for several years. In typical Chinese fashion, it comes brimmed with technology that could make its rivals wince although is equipped with a solitary powertrain option despite a model lineup comprising Comfort, Executive and the most expensive R-Style variant (tested).
The comprehensively specced Comfort model is further bolstered with other bells and whistles when looking through the specifications list of each other grade above it. That said, as standard the Comfort comes fitted with electronic door handles, hill-start hold control, wireless Apple CarPlay and Carbitlink for Android displayed through a 10.25-inch infotainment screen and a 3.5-inch instrument cluster. A tyre-pressure monitoring system is also included among several other features. The middle-of-the-road Executive model replaces the instrument cluster from the Comfort model with one double the size and a raft of other safety features like adaptive cruise control, automatic emergency braking, forward collision warning, traffic sign recognition system and lane departure warning to name a few.
Related: GAC GS3 Emzoom: Pricing and Spec
The tested GS3 R-Style is differentiated by bold body styling, which includes a twin exit exhaust with valve control, automatic headlights, wireless charging, an automatic tailgate and an electronically adjustable driver’s seat as well as a panoramic sunroof. With the active safety systems aside, the GS3 Emzoom is further fitted with 6 airbags throughout the range. Only yesterday was the GAC GS3 Emzoom awarded the maximum five-star safety rating by the ASEAN New Car Assessment Program or ASEAN NCAP.
What does the GAC GS3 Emzoom cost?
Controversially, the GS3 Emzoom is marginally more expensive than its listed rivals which is a bold move for a manufacturer forging into a completely new market. For context, the Corolla Cross lineup spans from R408 400 to R543 700 for the hybrid model while the Jolion Pro is priced between R391 150 to R516 950 for the top-spec HEV.
- Emzoom Comfort – R469 900
- Emzoom Executive – R499 900
- Emzoom R-Style – R549 900
Despite this, GAC Motor confirmed that there will be no other models being welcomed into the lineup, quashing the thought of adding a more cost-appealing alternative. The models will be sold through a 20-strong dealership network across the country, with plans for expansion up to 40 within 2 years. For further appeal, all GS3 Emzooms will come with a 5-year/150 000 km warranty and 60 000 km service plan in the same time frame.
What is the GAC GS3 Emzoom like to drive?
Encouraged to experience the model following the pricing discussion with the GAC Motor affiliates in high hopes, it was time for us to set off on our local route and determine if this novel model from an unknown brand, would be worth the extra outlay. The R-Style comes fitted with a bespoke exterior and valve-controlled exhaust via a steering-mounted button, which provides a noticeable audible difference and was tested by all media in the car park despite a soft limiter at 2 500 r/min. The listed performance across the range on paper, seems promising and is exactly on par with the Jolion Pro Sport, although as in the past, the heft of these Chinese SUVs often cancels out any visceral performance – in the case of the GS3 Emzoom, it tips the scales just shy of 1.8 tonnes.
That said, the miller-cycle turbocharged four-pot delivered pleasant performance, with relatively little turbolag courtesy of peak torque from as little as 1 400 r/min. The claimed sub 8 second 0-100 km/h sprint time does seem ambitious considering the 7-speed dual-clutch transmission is inhibiting when getting an initial launch. With market trends favouring smaller displacement engines, the 1.5-litre unit performs its duties sufficiently when overtaking and getting up to highway speeds and beyond. Some minor calibration with the brakes and throttle could further refine the driving experience, particularly when driven in anger, but this is expected from an automaker that has never configured a vehicle for South African conditions.
The claimed fuel consumption figure, as tested according to WLTC is rated at 6.2 L/100 km but the launch drive, on the box-fresh models with less than 1 000 km on the clock delivered around 7.9 L/100 km. This is despite very little use of the Eco driving mode, which is one of three, and a heavy right foot.
Verdict
This is an anomaly. It is in almost all areas, an exceptional car for the segment that it competes in, reflecting its added asking price. As time has marched on from those ill-quality Chinese products from over a decade ago, the GAC proves that this is no longer the case. The build quality, driving experience and initial impressions are resoundingly positive, arguably the best Chinese offering when compared to its native counterparts. The argument of whether buyers would be willing to fork out 15-20% more for a brand that has no proven track record, from a dealer network that has just been established will likely be its Achilles heel. It is a superlative product, that has but a few niggles to rectify, but for its price, it is unlikely to ruffle the feathers of the established nameplates in the segment. If anything, it won’t convince the brand-loyal South Africans but might sway a few prospective buyers from the showroom floors of its Chinese and Malaysian competitors.
Should the rest of GAC’s portfolio which will be expanded on in the coming months prove to be as well rounded as the GS3 Emzoom and the automaker can hit the pricing nail on the head, there may be some strong contenders in the future.
