GAC GS3 Emzoom (2024) Launch Review: A Flashy New Contender in the Crossover Market

GAC (Guangzhou Automobile Group) has made a bold entry into the South African market with the GS3 Emzoom, a stylish and feature-packed crossover designed to stand out in the competitive segment. We recently had the opportunity to drive the top-of-the-line 1.5T R-Style variant in Gauteng, and it’s clear that GAC is here to make a statement.

A Rising Force in the Market

GAC is a major player in the Chinese automotive industry, being the 5th-largest automaker in the country with 2.5 million cars sold in 2023 alone. The brand’s arrival in South Africa is part of a broader strategy to expand its presence globally, and the GS3 Emzoom is leading the charge. With prices ranging from R469,900 to R549,900, the GS3 Emzoom competes in the crowded automatic, front-wheel-drive, turbocharged small crossover segment.

Striking Design with a Youthful Appeal

The GS3 Emzoom is designed to catch the eye, particularly the R-Style variant with its bold, aggressive styling. The exterior features a mix of diamond-shaped patterns, a distinctive walrus-toothed grille, and vibrant orange accents. The design is youthful and energetic, likely to appeal to younger buyers who value individuality and flair. The rear diffuser and oversized exhaust tips add a touch of sporty aggression, although they’re more about aesthetics than function.

Spacious and Tech-Loaded Interior

Inside, the GS3 Emzoom impresses with its smart use of space. Both the front and rear seats extend beyond the adjacent roof pillars, creating a surprisingly spacious cabin, despite the compact exterior dimensions. The rear seats fold flat to expand the cargo area from 341 liters to 1,271 liters, although the trade-off is a somewhat limited luggage capacity when the seats are in use.

The cabin is packed with technology, including a pair of digital displays for the driver and a central infotainment screen that offers wireless Apple CarPlay (with Android Auto available via a separate app or aftermarket box). The interior materials are a mix of textures and finishes, adding to the premium feel, though some elements are clearly designed for durability rather than luxury.

Performance: A Mixed Bag

The GS3 Emzoom is powered by a 1.5-liter turbocharged engine producing 130 kW and 270 Nm of torque, paired with a 7-speed automatic transmission. While GAC claims a 0-100 kph time of 8 seconds, our real-world experience suggested a more modest performance, likely due to the vehicle’s 1,400 kg curb weight and cautious traction control system.

Once up to speed, the GS3 Emzoom offers a smooth and comfortable ride, with the flat torque curve ensuring adequate power delivery for most driving situations. The suspension is tuned more for comfort than sportiness, which, combined with the higher-profile tires, results in a plush ride that absorbs road imperfections well.

Build Quality and Value for Money

One of the standout features of the GS3 Emzoom is its build quality. The panel gaps are tight and consistent, rivaling those of more established European brands. This level of attention to detail is often missing in vehicles from emerging markets, making the GS3 Emzoom a pleasant surprise.

Pricing is competitive, with all variants offering a 5-year/150,000 km warranty and a 5-year/60,000 km service plan. For those looking for a well-rounded, stylish crossover that offers good value for money, the GS3 Emzoom is a compelling option.

Final Thoughts

The GAC GS3 Emzoom, particularly in the R-Style trim, is a bold and stylish entry into the South African market. While its performance may not be groundbreaking, its design, build quality, and feature set make it an attractive option for buyers who prioritize style and comfort. Whether you’re drawn to its flashy exterior or spacious interior, the GS3 Emzoom is certainly worth considering in the increasingly competitive crossover segment.