BMW 118i vs Gac Emzoom

What's the difference?

The 118i has restored my faith in entry-level models from premium brands. Could it do with more standard gear? Absolutely, especially at $50K, and given what you could get in a higher-grade variant from a mainstream manufacturer, like the Mazda3 or VW Golf.

But the 118i is a cut above the mainstream hatchbacks in terms of performance, driver engagement and how the car makes you feel. 

If value is the priority, look elsewhere. But if your budget stretches this far and you can live without some of the luxo features, there’s little to complain about with the 118i hatch.

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.

Since the first-generation model arrived on the scene in the early 2000s, the 1 Series has had a slightly awkward design, partly due to the rear-wheel drive underpinnings. But this latest third-gen model, that debuted in 2019, is by far the most sleek and stylish yet. 

This is helped by the slimline tail-lights, rising shoulder line and well-executed front-end design with the signature BMW quad headlights and wide 'kidney' grille. 

In Australia the 118i comes as standard with 'M suspension' that lowers the ride height by 10mm, which gives it even more of a hunkered down look. The 'Black Sapphire' paintwork of the test car also upped the sexiness of the little hatch.

The 1 Series, and its competitors from Benz and Audi, are all visually appealing in different ways, ensuring they will each appeal to different buyers. 

The interior design is unmistakably BMW, which hasn’t evolved significantly for about 15 years. Although new-generation models like the iX and the soon-to-launch X1 SUV prove that BMW can evolve.

BMW’s overall dash design and layout isn’t a million miles away from the edgy angular look of the new Audi A3 - and that’s no criticism.

The mixed synthetic leather and cloth trim on the seats has a cool blue cloth motif to break up the grey and add a small splash of colour to the cabin. Matching blue stitching on the dash and doors is a nice touch.

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.

Up front the 118i’s sports seats offer unbelievable levels of lateral support, and despite the bolsters being adjustable, it might be a little too snug for some. It’s expected for a pricey hot hatch but not the lower grade 1 Series. And given how much side support there is, it could do with a touch more under-thigh padding. The driver’s seat is power adjustable while the front passenger has to adjust their seat manually.

The typically chunky BMW M leather steering wheel looks and feels expensive and offers good grip. The minimal steering wheel controls are well labelled with text or clear icons. I appreciated the analogue air conditioning controls instead of them being buried in a multimedia screen menu.

The multimedia system menu is unfussy and while it’s not as tech heavy as some other systems, I don’t see that as a negative. It just means there are fewer functions you’re forced to remember. You can control the system via the 'iDrive' controller in the centre console or it can be used as a touchscreen. I like the way users are given both options. The 10.25-inch screen is nice and wide but quite narrow. Overall, BMW’s operating system is easy to use and functions well.

In terms of devices, the 118i has a wireless charging pad, as well as a USB-A and USB-C port, and a 12-volt charger up front.

It has a smallish central bin, but it’s fine for a number of smaller items. Tall bottles fit easily in the door storage bin and there’s a secondary slot for other items. The 118i comes with a decent sized glovebox, and two front cupholders with a nook for phones just behind it.

The 118i is more spacious than anticipated, especially in the second row. The back of the front seats are scalloped, allowing for a little extra knee room, but there is a good amount of legroom generally, and plenty of headroom, despite the lower roofline. 

The rear seats are on the flat side but still comfortable, and there are ISOFIX points on the two outboard seats.

Rear seat occupants have access to map pockets, two more USB-C ports, and storage for big bottles in the doors (just), but there are no rear air vents. The seats fold 60/40 and there’s no central armrest.

Open the hatch and you’ll find a reasonably sized boot that can swallow 380 litres, expanding to 1200L with the rear seats stowed. There is plenty of under-floor storage because there’s no spare tyre on account of the run-flats favoured by BMW. There are, however, a couple of tie-down anchors and shopping bag hooks.

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 118i is powered by a three-cylinder turbocharged petrol engine, offering up 103kW of power and 220Nm of torque. It’s the same unit found in the Mini Cooper, albeit uprated by 3kW for the BMW.

It is front-wheel drive and the engine is paired with a seven-speed dual-clutch automatic transmission.

BMW says the 118i can cover the 0-100km/h sprint in 8.5 seconds.

If you’re after a quicker 1 Series, then the 180kW i28ti or 225kW Mi35i xDrive could be a better pick.

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’...

According to BMW, the 118i consumes 5.9 litres of fuel per 100 kilometres. During my week of mixed driving with the hatch, I recorded a much higher average figure of 10.8L/100km. This was exacerbated by the fact I did my main test drive shortly before returning the car. It was much more efficient around town.

It has a 50-litre fuel tank and does require premium 95 RON petrol. In terms of CO2, the 118i emits 135g/km.

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. 

To be honest I wasn’t particularly hopeful of an engaging driving experience with the 118i given I have been underwhelmed by the base Mercedes-Benz A-Class. But after a week with the 1 Series, I reckon it might well be the pick of the premium players in this segment.

The 118i is also a much more enjoyable car to drive than the entry-level version of the outgoing X1 SUV with which it shares a powertrain. If you don’t need the extra cargo space or the ride height of the X1, then please test drive the 118i just to see what you’d be missing if you opted for the X1.

BMW has always excelled when it comes to building punchy powertrains for driver’s cars, and that continues to be true, even for its smallest internal combustion unit.

The 103kW/220Nm turbocharged three-pot is smooth yet responsive, offering linear power and torque delivery and acceleration that will bring a smile to your face.

Obviously it’s not as quick as its sportier 1 Series siblings, but make no mistake, you can still have fun in a 118i.

There’s a little bit of lag when taking off and some hesitation from the seven-speed dual-clutch transmission during shifts, but neither are deal-breakers.

That obsession with driver engagement has paid off with the steering which is quick and direct.

The suspension is geared towards dynamism and as a result of that, and the sharp steering, you’ll be seeking out the nearest twisty section of road every time you get behind the wheel. It’s planted in corners with excellent road-holding characteristics.

Unfortunately that dynamic tune, and the low-profile tyres, means the ride is on the firmer side and a little jiggly around town, but it settles at speed. 

In terms of visibility, the 118i has huge B- and C-pillars, small rear side windows and a narrow rear windscreen, so you’ll be relying on the parking sensors and camera. The 11.4m turning circle feels large for a small car, too. 

The cabin is well insulated from some outside noise but coarse chip roads will make their presence felt.

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.

BMW continues to offer a three-year/unlimited kilometre warranty for its models, which is disappointingly a couple of years off most rivals these days.

The German giant also does things a little differently when it comes to servicing. Instead of service schedules, it has ‘condition-based servicing’, which is when the vehicle’s computer will inform you when the car needs a service. 

BMW’s Service Inclusive pre-paid plan runs for five years or 80,000km for the 1 Series, and costs $1700 up front when you buy the car. That averages out to about $340 per service, which isn’t bad for a premium marque.

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.