Audi A3 vs Gac Emzoom

What's the difference?

Closing in on $60,000 for a small car isn’t cheap. Ask a car dealer and they might even say the hatchback is a good way to get someone into a showroom to eventually look at an SUV.

But I reckon you’d be doing the A3 a disservice to count it out. It’s always been one of those cars that does everything well, and with this current facelift manages to keep its practicality without becoming boring.

It looks good on the outside, it’s smart on the inside and it’s fun to drive while remaining sensible. Even if you get it in bright yellow.

Candidly, I really didn’t want to like the Emzoom. I think Australia has too many car brands already and the market is in danger of becoming overwhelmed with mediocre products at bargain prices that will squeeze out better but more expensive products.

But I cannot help but really be impressed by what GAC is offering. There’s no doubt the brand faces a major challenge expanding its dealership network to grow sales, but if it continues to deliver vehicles as nice as the Emzoom then it at least has a shot.

Not only is it affordable but it has style, space and is enjoyable to drive. For anyone in the market for a small SUV or just a sub-$30k new car, this should definitely be on your short-list.

Note: CarsGuide attended this event as a guest of the manufacturer, with accommodation and meals provided.

Eye of the beholder and all that, sure, but the A3 looks cool from the outside. It’s got this angular design but manages it without being too aggressive or busy with other design elements, so it still has a ‘premium Euro’ feel to it.

Shooting pics of the car for this review, the harsh light accentuated its sharp lines. It looks sculptural rather than just some little blob. 

At the same time, thanks to the proliferation of sports design packs like the S Line, The A3 looks like it could be an S3, almost. Which makes sense, because the front bumper and rear diffuser as well as the roof spoiler are all partly inspired by RS models.

New for the A3 is the flat, 2D Audi badge, the model name on the B pillar and the new font for its name on the tailgate. 

The lights in the cluster are able to look narrower than before thanks to their customisable settings, which allow you to choose the light signature, while the grille has a flatter appearance and the air intakes are bigger. Even the wheels look like they’re from a sports car.

Whether you’d have the A3 in the Python Yellow of our test car is another thing. I don’t mind a loud colour but I reckon a bit of 'District Green', 'Ascari Blue' or 'Progressive Red' would be the vibe.

Also, any colour that isn’t white is a cost-option on the A3, all of them coming in at $1350, except Ascari Blue which is an Audi Sport colour and costs $1850.

Speaking of the vibe, inside the A3 feels properly nice. It’s not just a spruced up Golf in there. There’s proper Audi character to the car, though that means plenty of piano black trim to get smudgy.

Audi’s done a good job making the layout look sleek without resorting to locating all the controls in the screen. There are design elements in the cabin that aren't strictly necessary but are worth doing for the way they look.

Things like the way the vents flank the driver display or the trim inlay on the passenger side of the dash.

Unfortunately one of the common themes for many of the new Chinese brands entering the Australian market is inoffensive but uninteresting design. The cars tend to be quite generic and lacking in style and statement.

That’s not the case with the Emzoom, which stands out with its bold, angular design that really sets it apart from its direct rivals. For a brand looking to make an immediate impression and attract a new demographic, GAC has made a strong opening move with the Emzoom.

It’s not limited to the exterior either, with an equally design-forward cabin. There’s only a smallish 7.0-inch LCD instrument display integrated into a wider panel, but it’s all housed within a single unit alongside the 14.6-inch multimedia display to create a hi-tech look.

Yes, there are other elements from rival brands that are evident in the design, but borrowing a few cues from other places isn’t something unique to GAC and the overall look and feel of the Emzoom is very likeable.

Starting from what’s right in front of you as a driver, the steering wheel is the same as in bigger, more expensive Audis. That’s a good thing, because it’s nice to hold, has a good shape for the nine-and-three hand position and it’s not too thick. 

As well as the nice, clear buttons on the wheel, you’ve got some physical controls for the climate control and some of the vehicle functions like parking assist and stop-start under the multimedia screen.

For a car this size, the 10.1-inch central touchscreen is plenty big enough, and the fact it doesn't sit up high over the dash is great. It's like a perfect arm's length for your standard-sized adult (like me). I can reach the other side of the screen without needing to lean.

The fact there’s no head-up display is a bit of a let-down, but the now-standard 12.3-inch driver display is very good. It’s configurable yet clear, and means you can get detailed navigation information in front of you rather than having to look to the multimedia screen. 

The test A3 has genuine leather upholstery, which is $1100 extra. Not the most you’d pay for leather seats in a Euro, and the seats are comfortable. They're nicely bolstered, the drivers’ side is electrically adjustable and the leather doesn’t feel hard or rough to the touch.

Sitting behind my own seating position in the second row is a little tight, however. At 178cm, my knees almost touch the seat in front. There's also no sunroof, and even though there's just about enough light, that omission doesn’t help the cramped feeling.

There are, like the front, two USB-C ports and the air vents in the back, the latter separately adjustable to avoid arguments, though the cupholders in the armrest are in an awkwardly central position.

Behind that, under the 380-litre boot's floor is a space-saver spare tyre. That's better than some SUVs designed for family adventures that only offer up an inflator/repair kit. Keep that up, Audi. Good job. Well done. 

If you fold the rear seats, you get 1200 litres of space. Interestingly, those luggage space figures are the same as the BMW 1 Series.

The Emzoom offers a surprisingly spacious interior for a small SUV. 

We were required to travel with four adult occupants at one stage and even in the back seat there was enough room for this six-foot tall reviewer to ride comfortably.

It feels more spacious thanks to the panoramic sunroof which can let in a load of natural light and get rid of the cramped feeling you sometimes have in these smaller models, particularly in the back seats.

While the seats are trimmed in PVC, they look and feel fine for this price point, and the driver’s seat is ventilated and has six-way power adjustment.

There are two USB ports in the front (one A and one C) as well as a 12V outlet, and there’s one USB-A in the rear.

The boot measures 341 litres, which is a respectable size for this type of SUV. While the inclusion of a power tailgate is a very nice touch at this price and makes life easier.

GAC has kept it simple and offers the Emzoom in a single model grade - Luxury - which is priced from $25,590 plus on-road costs. Even at roughly $28,000 on-road, the Emzoom is among the dozen or so cheapest new cars in Australia, and certainly one of the most affordable SUVs of this size.

GAC didn’t skimp on equipment to achieve that price too, with such luxuries as a panoramic sunroof and power tailgate included, along with 18-inch alloy wheels, LED lights and dual-zone climate control.

Other equipment includes wireless phone charging, wireless Apple CarPlay and Android Auto, Bluetooth and a six-speaker sound system.

The A3 is powered by a 1.5-litre, turbocharged four-cylinder petrol engine that makes 110kW and 250Nm.

It drives the front wheels via a seven-speed dual-clutch auto transmission and it can hit 100km/h in a claimed 8.1 seconds.

It’s also got a 48-volt mild hybrid system to help with efficiency, though you’d need to be told about it to notice. It also helps with the A3’s (smooth) stop-start system.

Bucking the trend for electrification, the Emzoom is powered by a 1.5-litre four-cylinder turbocharged petrol engine that makes 125kW/270Nm. This provides adequate performance for a small SUV, without offering anything special.

The engine is paired to a seven-speed dual-clutch transmission, which sends its power to the front wheels. More on that set-up under ‘Driving’...

The A3’s 50-litre fuel tank needs to be filled with RON 95 premium fuel and it’ll drink a claimed 5.3-litres per 100km on the combined (urban/extra-urban) cycle.

Theoretically you’re topping 900km a tank there, but given how fun this car is to drive you’d have to be well behaved to get even close.

For reference, whenever I was on a normal, day-to-day drive on test the A3's trip computer was returning figures in the mid to high sixes.

Slightly confusingly GAC quotes a claimed combined urban/extra urban figure of 6.6L/100km, but based on the WLTC testing protocol, which is similar but marginally different to the more common and real-world-focused WLTP.

However, in our actual real-world test drive we instead saw a return of 7.6L/100km, so expect to use slightly more than the claim, regardless of testing protocols.

The Emzoom has a 47-litre fuel tank, which means if you can hit the claimed economy, you’ll have a range of just over 700km on a single tank. Our real-world average would still be good for more than 600km, which is a respectable range for what is designed to be a city-friendly SUV. 

First things first, the A3’s exterior and S Line pack are a clue to the way the car drives. It’s probably not the perfect car if you like a cushy, soft ride. 

Its suspension errs towards the stiffer side of things, and certain bumps can feel more significant than they need to. But even on particularly bad roads or tram tracks in the city the dampers do a decent job of soaking up the harsh stuff.

It also means there’s more road noise than you’d like on some older highway surfaces, but only in a way that might get annoying if you’re on a road trip with the stereo off for some reason.

The upside of that is its steering feels well weighted and accurate. Plus, the way it handles and corners feels like a bit more grunt would make this a proper driver's car.

It’s not too intense, and there’s enough feedback to make it feel like the A3 shouldn't be a city-dweller only when it comes to driving.

Of course, it’s a hatchback, so you've got the advantages that come with less weight and a lower centre of gravity. 

It doesn’t have enough weight to push into understeer more than you’d like on a tight corner. But it also doesn’t feel so light that you’re not sure how it’s going to behave under sharp braking.

The A3’s drivetrain, despite looking underwhelming on paper, feels practical on the road. Sure, 110kW isn't anything wicked, but its 250Nm feel like they’re working in the right places - that being between 1500 and 3500rpm. 

It isn't blisteringly quick but even with the seven-speed transmission operating in default auto mode it usually feels like it's in the right place, let alone chipping in with 'manual' shifts via the paddles or shifting drive modes. The A3 has a choice of 'Normal' and 'Sport' shift settings.

You might be a little disappointed if you thought you’d be getting anything approaching a hot hatch, but for an entry-level model the A3 more than holds its own. It’s a solid platform that performs well without compromising too much when it comes to daily driving ability.

What makes the Emzoom really impressive, particularly at its price, is the way it drives. GAC has been in partnership with both Toyota and Honda in China for decades, and clearly the brand has been paying attention to how those more established global brands do things.

The net result is a small SUV that is genuinely enjoyable to drive and a far cry from the dull, unresolved offerings from other Chinese newcomers.

The Emzoom’s ride is nothing short of remarkable, given this is an all-new brand to Australia. It managed to soak up some very nasty-looking bumps without any notable fuss in the cabin. There is still some fine-tuning that could be done to make it class-leading in terms of both comfort and responsiveness, but the overall first impression is very, very positive.

It’s a similar story for the steering, with responsiveness and good weighting, not the occasionally numb and dull steering other Chinese competition offer up. 

The engine is fine, nothing special to report, it does the job steadily but does need to be worked hard at times. The gearbox, on the other hand, is more notable.

While a dual-clutch transmission is better on paper, providing faster gear changes for more responsive driving and lower fuel consumption, in practical terms they can be more challenging to operate smoothly.

That’s very much the case with the Emzoom, with the clutch tending to ‘slip’ when you take-off from standstill, often resulting in wheel spin - and a more dramatic-sounding departure than you intended. 

This is probably not helped by the tyres, a Chinese brand that this reviewer had never experienced before but felt light on grip.

Once on the move, it works well enough, although occasionally it gets caught between gears when you’re trying to drive more spiritedly, but most of the time it’s fine.

By far the biggest foible of the Emzoom is the noise. GAC clearly saved money on what’s known in the business as ‘NVH’ (or noise, vibration and harshness), with a noticeable amount of tyre roar, wind noise from mirrors and poor sound deadening underneath.

It’s not ideal but there was always going to be a compromise to get this type of SUV for this price.

Thankfully, GAC didn’t cut too many corners on safety. There’s airbag coverage for all outboard occupants and a 360-degree parking camera system as well as a decent amount of driver assistance features for a sub-$30k SUV.

It must be noted that there is no ANCAP or Euro NCAP score, but the Emzoom comes with autonomous emergency braking (AEB), forward collision warning, lane keeping assist, lane departure warning, high beam assist and adaptive cruise control.

However, that's the extent of the list, so it doesn't have the comprehensive list of active safety systems that its rivals can claim.

Audi offers a five-year/unlimited kilometre warranty, which is about par for a premium brand, but it also offers five years' free roadside assist and the ability to pay to extend the warranty.

Servicing is $2520 for a five year plan, but the extended two years of 'Audi Advantage' warranty is $3250 and comes with unlimited kilometres, roadside assist and covers two services.

GAC has tried to be proactive and match the market with a seven-year/unlimited kilometre warranty, but strangely offers an even longer warranty for its electric and plug-in hybrid models.

It is an unusual decision and raises question marks over the longevity of its internal combustion engine models for no apparent reason.

As we wrote when we tested the Aion V, GAC is starting from scratch in Australia with less than a dozen dealers set to operate in the first 12 months. That means limited opportunities to both buy and service a GAC vehicle.