Audi Q5 vs Gac Emzoom

What's the difference?

The third-generation Audi Q5 in TDI quattro form is a competent if unremarkable all-rounder that would tick most boxes for private or commercial use. Whether it’s the best buy of the 21 brands and 34 models that compete in Australia’s congested ‘Medium SUVs over $60K’ segment, only a customer can decide after weighing up its many alternatives.

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.

The Q5 TDI quattro rides on a 2823mm wheelbase and is 4717mm long, 1900mm wide and 1662mm tall with an 11.9-metre turning circle, so it’s a comfortable fit for metropolitan car parks. It has sophisticated five-link suspension, four-wheel disc brakes and electric power-assisted steering.

The third-generation Q5 features fresh styling with its prominent grille treatment the most noticeable feature. Overall, the standard S line exterior has an athletic look, which is optimised by our example’s larger 20-inch wheel option which nicely fills the wheel arches.

The interior has an open and airy feel, enhanced by the contrasting dark grey/pearl beige upholstery and panoramic sunroof options.

There are lots of soft-touch surfaces, exposed stitching and satin chrome highlights, plus (unfortunately) piano black surfaces on the dash and console which shine like mirrors when clean but can quickly turn opaque with unsightly fingerprints during everyday use.

Good design can be seen in the prominent ledge created by the dash inlay at the base of the central touchscreen, as you can comfortably rest the base of your palm on it to steady your index finger when using the touchscreen while driving, which is much easier and less distracting than trying to do this without such support.

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.

The Q5 TDI quattro weighs almost two tonnes (1955kg kerb weight) which when deducted from its 2595kg GVM rating leaves 640kg of load capacity, which for either work or play is ample for up to five adults plus luggage of which up to 75kg can be carried on the roof.

It’s also rated to tow up to 2000kg of braked trailer but Audi does not publish a maximum legal weight for the car and trailer combined (not unusual in this vehicle segment), so we can’t confirm if it can carry its full in-car load capacity when towing its maximum trailer weight.

The expansive ‘Digital Stage’ multimedia screen spans about two-thirds of the dashboard’s width, above a decent sized glove box and another compartment to the right of the driver’s knee for small items.

Driver and front passenger also have access to a bottle-holder and bin in each door plus there’s a 12V socket, two USB-C ports and a wireless phone-charging pad in the centre console, which also provides two cupholders and a storage box with padded lid that doubles as a comfortable elbow rest.

The rear bench seat offers adequate space for tall adults, given I’m 186cm and when seated behind the driver’s seat set in my position I have about 40mm of knee clearance and about the same dimension in head clearance, even with the optional sunroof.

It’s less comfortable in the centre seat obviously, with feet either side of the transmission tunnel and knees together between the front seat backrests. Shoulder room is tight for three adults, which is tolerable for short trips but a maximum of two would be ideal for longer treks.

Rear passengers get a bottle-holder in each door plus elastic net pockets on both front seat backrests. The rear centre seat backrest also folds forward to reveal two cupholders and the rear of the centre console has adjustable air vents and a pair of USB-C ports, plus third-zone climate control adjustment.

The fully carpeted rear luggage area is equipped with another 12V socket plus tidy bag, first-aid kit and four load-anchorage points. The rear section of the load floor is hinged, which when opened reveals a large underfloor storage compartment.

With the rear seat upright, this luggage area offers more than half a cubic metre of load volume. And with the seat folded flat this expands to almost 1.5 cubic metres, with a large flat floor suitable for carrying everything from a mountain bike to flat-pack furniture.

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 turbocharged 2.0-litre four-cylinder diesel engine meets tough Euro 6 emission standards using AdBlue and produces 150kW of power between 3800-4200rpm, with 400Nm of torque on tap between 1750-3250rpm.

It’s paired with Audi’s latest hybrid diesel-electric technology which can add up to 18kW of power and 230Nm of torque to these figures, while also allowing short periods of pure electric driving for low-speed manoeuvring and parking.

The seven-speed torque converter automatic offers the choice of sequential manual gear-changing using the steering wheel paddle-shifters, along with selectable drive modes to optimise Audi’s iconic ‘quattro’ all-wheel drive technology.

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’...

Audi claims official combined average consumption of 5.9-6.8L/100km and the dash display was claiming 6.5 at the completion of our 364km test, which comprised our usual mix of suburban, city and highway driving with up to five adult occupants and light luggage.

Our own figure, calculated from fuel bowser and tripmeter readings, was 9.1L/100km which is still within the usual 2.3L/100km discrepancy between official and real-world figures. So, based on our test figure, you could expect a realistic driving range of around 700km from its 65-litre diesel tank.

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. 

There’s a comfortable and spacious driving position as you’d expect, with ample seat and steering wheel adjustments combined with a large left footrest to enhance support.

It exhibits solid build quality and good driving dynamics, from its nicely weighted steering to its supple ride quality that optimises the Q5’s sprung weight to flatten the bumps.

Acceleration from the turbo-diesel engine comes in a smooth surge that benefits from the extra input of the electric hybrid system, which combined can deliver more than 600Nm of torque. However, at times we detected a slight delay in response when accelerating hard from standing starts or low speeds.

The automatic transmission shifts sweetly between its seven ratios and the all-wheel drive transmission delivers reassuring traction.

We also trialled the different drive modes, with ‘Dynamic’ providing the most energetic response, particularly when using the paddles in manual-shift mode. However, we spent most of our test in the ‘Balanced’ default setting, as it provides the best compromise between ride comfort and performance for everyday use.

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.

The standard warranty is five years/unlimited km, which is shorter than rivals like Kia's EV5 with seven years. Scheduled servicing is every 12 months/15,000km whichever occurs first. Audi offers an upfront five-year service plan that covers the first five scheduled services up to five years/75,000km for $3520, or an average of $704 per service. This plan includes five years of roadside assistance.

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.