It’s not unusual to see engineers and designers move between major car brands in the automotive industry, bringing their expertise and new perspectives to new projects. Take Albert Biermann, for example. He has significantly impacted the development of Hyundai’s outstanding N cars after his tenure at BMW M. Similarly, Phil Simmons, now a renowned engineer at Haval, has previously applied his design talents to Land Rovers and Fords.
Another key figure in this trend is Thomas Schemera, who has held key roles at both BMW M and Hyundai. Currently, he’s the Global Chief Operating Officer and Senior Vice President of GAC International (Guangzhou Automobile Group Co.), the fifth largest carmaker in China. Not only is this combination of qualifications beneficial, but it frequently results in the development of novel and fascinating new car models.
One such model is Schemera’s latest project, the GAC GS3 Emzoom R Style, which has just left my stewardship after a comprehensive review. First of all, the term "Emzoom" combines the words "em" from "emission" or "energy" with "zoom," which stands for speed and agility. This name will come into clear focus in a few paragraphs.
As the top-of-the-range model, the Emzoom R Style stands out as a compact crossover SUV that will surely grab your attention. Even when placed next to its main rivals—the Haval Jolion, Omoda C5, Mazda CX-30, and Toyota Urban Cruiser—it remains distinctive. Its design features numerous angles and edges, giving it a complex, futuristic, and almost trigonometric appearance. While it may look futuristic and electric, it is not. However, it can be described as a dynamic fusion of a hot hatch and a high rider.
While the orange accents might be a bit too bold for my taste, the car's back end is undeniably a masterpiece. The centre-mounted dual exhaust pipes and the large diffuser enhance its aggressive styling and add a touch of sophistication. However, the absence of a rear wiper, as we experienced with the Emkoo, can be particularly problematic during frequent rain showers, significantly hindering rear visibility through the mirror.
Inside, you are greeted with an interior that focuses on luxury and comfort with impressive build quality, thanks to soft panels on surface sections that matter the most, and there is barely anything in the way of creaks and rattles even when driving on poorly maintained roads. The contrast with the aggressive exterior creates an intriguing balance that doesn’t feel out of place.
The Emzoom R Style boasts several impressive features, including a panoramic sunroof, a wireless charging pad, and a 10.25-inch infotainment touchscreen with wireless Apple CarPlay. Notably, it also includes an exhaust sound button on the steering wheel, allowing you to mute or unmute the engine sound—a sophisticated touch usually reserved for high-end performance vehicles.
Interestingly, there are some odd choices made with certain features, especially the transmission controls. There is a bejewelled toggle for the drive selector on the console, but no way to activate manual mode, and no paddle shifters, so you can't manually shift gears. Additionally, the lack of a dedicated volume switch proved to be a nuisance for passengers since the volume can only be controlled via the steering wheel.
The space is generous, with several storage pockets for water bottles. This is further complemented by a boot space that measures 341 litres, surpassing the Mazda CX-30 (271 litres), Chery Tiggo 4 (340 litres), and Haval Jolion (337 litres). However, it is slightly smaller than the Toyota Urban Cruiser (353 litres) and Kia Sonet (385 litres).
When it comes to driving, Scherema and his team have hit the mark. In familiar Chinese fashion, the Emzoom R Style is powered by a 1.5-litre turbocharged petrol engine with 130kW and 270Nm, which delivers ample power for both city and highway cruising, courtesy of a 7-speed DCT that complements the engine’s performance.
However, there is noticeable turbolag when pulling off from a stop. Engaging the sport mode doesn’t quite solve this issue; instead, it makes the accelerator too sensitive, making it challenging to find the optimal pressure. Paddle shifters or a manual mode might be a better solution here.
Where the car excels is in its handling, as it navigates corners with minimal body roll, providing a stable and confident ride. The suspension, though on the firmer side, effectively absorbs bumps, ensuring a comfortable journey.
A standout feature is the exhaust note, which adds a playful and sporty element to the driving experience. The ability to open or close the exhaust note with the press of a button is a thoughtful touch, allowing drivers to customise their auditory experience to their liking.
The Emzoom R Style stands out as a highly accomplished vehicle, arguably the most impressive Chinese car we have encountered. However, it is not without its flaws. One of its notable advantages is the extensive range of features included as standard, which would typically incur additional costs in other vehicles.
Additionally, there’s a refinement to the way it conducts itself in day-to-day environments, and that includes its ability to become a superb highway cruiser and, when the need arises, transform into an assertive crossover SUV. However, its fuel economy, averaging around 8.2l/100km, is a concern for those who prioritise efficiency.
For R549,900, the Emzoom R Style offers exceptional value as a compact crossover SUV. This model, whether Chinese or not, stands out as a potential new leader in its segment, signalling a significant step forward for the brand. Should the carmaker maintain this level of innovation and meticulous attention to detail, we can expect to see more GAC vehicles on our roads soon. Kudos to Schemera and the team for their remarkable efforts!
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