The South African automotive market is buzzing with the introduction of new Chinese brands, and GAC Motor (Guangzhou Automobile Group Co) is among the latest players to join the fray. As China’s fifth-largest motor manufacturer, GAC sold over 2.5 million vehicles globally in the past year and operates in 39 countries, including the Middle East, Southeast Asia, Eastern Europe, and North America.

In South Africa, GAC’s entry is facilitated through a distribution and retail agreement with the Salvador Caetano Group, which has introduced two models: the Emkoo, a seven-seater SUV, and the mid-sized GAC GS3 Emzoom SUV.

Bold Design: A Love-It-Or-Hate-It Statement

The GAC GS3 Emzoom, particularly in its R Style trim, is a vehicle that refuses to blend into the crowd. Its aggressive and sharp styling includes a panoramic roof, hidden door handles, 18-inch dark grey alloy wheels, and intricate LED lighting, including a 66-bulb diamond-style taillight setup. The R Style package enhances its sporty appeal with front and rear splitters, a roof spoiler, a central dual-pipe exhaust, orange accents, and bold “R Style” badging.

While its dramatic design may polarize opinions, it undoubtedly makes a bold statement. However, this visual dynamism raises expectations that its performance struggles to meet.

Key Features of the GAC GS3 Emzoom

Category	Details
Engine	1.5-liter turbocharged, producing 130 kW and 270 Nm torque
Transmission	7-speed dual-clutch transmission
Fuel Efficiency	Claimed: 6.2 L/100 km; Real-world: ~10 L/100 km in urban conditions
Interior Features	7-inch digital cluster, 10.25-inch infotainment, wireless charging
ADAS Features	Adaptive cruise, automatic emergency braking, lane departure warning
Exterior Design	Panoramic roof, hidden door handles, 18-inch alloys, LED lighting
Special Features	R Style package, dual-pipe exhaust, sporty splitters, orange accents
Price	R549,900 with a 5-year/150,000 km warranty and a 5-year/60,000 km service plan

Performance: Style Over Substance

Despite its sporty appearance, the GS3 Emzoom’s performance doesn’t fully live up to its aesthetic promise. Powered by a 1.5-liter turbocharged engine producing 130 kW and 270 Nm of torque, it delivers respectable figures but falls short of offering the thrilling experience its design suggests.

A persistent issue is the throttle and gearbox calibration, a challenge common among some Chinese manufacturers. The connection between driver input and the seven-speed dual-clutch transmission often feels inconsistent, regardless of the driving mode—Eco, Comfort, or Sport. While this may not be a dealbreaker, it does require drivers to adjust their style over time.

Fuel consumption further complicates the equation. While GAC claims a fuel efficiency of 6.2 L/100 km, real-world driving, particularly in urban settings, sees this number climb closer to 10 L/100 km, making it a costlier choice for daily commuters.

Interior and Features

The GS3 Emzoom’s cabin offers a modern and spacious environment. Rear seats can fold down to enhance cargo capacity, while a 7-inch digital instrument cluster and a 10.25-inch infotainment system add a contemporary touch. However, the lack of wireless Apple CarPlay and Android Auto is a surprising omission, given the car’s focus on modern technology.

On the safety front, the GS3 Emzoom impresses with its Smart Driving Automation System (ADAS), featuring adaptive cruise control, automatic emergency braking, forward collision warning, lane departure warning, traffic sign recognition, and high beam assist.

Competitive Landscape

Priced at R549,900, the GAC GS3 Emzoom is backed by a five-year/150,000 km warranty and a five-year/60,000 km service plan. However, it enters a highly competitive market dominated by well-established models like the Toyota Corolla Cross, Haval Jolion, and Chery Tiggo Pro. These rivals offer strong value propositions, competitive pricing, and proven reliability.

While the GS3 Emzoom stands out with its daring design and decent feature set, it may struggle to lure buyers away from its competitors. Its appeal lies in its uniqueness, making it a choice for those who prioritize bold aesthetics over conventional practicality.

Conclusion

The GAC GS3 Emzoom is a visually striking and feature-rich SUV that brings a breath of fresh air to the mid-sized SUV segment. However, its performance and fuel efficiency could be areas of improvement. With tough competition in the form of the Toyota Corolla Cross, Haval Jolion, and Chery Tiggo Pro, the GS3 Emzoom is best suited for buyers who value its standout design and are willing to embrace its quirks.