BMW 840I vs Gac Emzoom

What's the difference?

If you’re the sort of buyer who wants a car that signifies a lifestyle that is ‘large and in charge’, the BMW M850i Gran Coupe could be just the thing for you. It isn’t as showy as some of its competitors, and mightn’t reach the same levels of excitement as those cars either - but it is a convincing offering in its own right, and a beautiful piece of design at that. 

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.

This could be BMW’s most convincing design in years. I mean, the X5 is predictably handsome, the X3 was unexpectedly muscled, and the less said about the frumpy 1 Series and busy 3 Series (apart from the wagon… drool) the better.

To my untrained but enthusiastic eye, the 8 Series Coupe is a bit too rounded over its rear haunches, and the rear screen is just a little steep - to me, that lets its dimensions down a little. But this. This is gorgeous. 

I mean, you might have questions over the tail-light design, which is a theme across a few BMW models now. But there isn’t as much confrontation between horizontal and vertical graphics for this model as you’ll find one other big Bimmers, like the X7. 

The M850i model has BMW Laserlight headlights, which throw a sharp beam and look menacing in their signature, while the grille and bumper are strong. The stance of the car is prominent - there’s a long body, a long wheelbase, and a long body in general. The standard wheel package consists of 20-inch rims, and they don’t look disarmingly large.

As our images show, there’s a lot to talk about when it comes interior design and finishes, but the cabin doesn’t quite benefit quite as mochas you might think it would from all that real estate. I mean, with dimensions of 5074mm long (on a 3023mm wheelbase), 1932mm wide and 1402mm tall, this is a squat, yet substantial vehicle. It’s just more cramped than you’d think inside.

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.

I recall a Mitsubishi designer telling me, once upon a time, that he dreamed of making ‘a big car on the outside with a very small interior’. Maybe he made the jump to BMW, because that’s pretty much the 8 Series Gran Coupe.

There aren’t many other vehicles on the market, of this size, that offer less space inside. The boot capacity, for instance, is just 440 litres. Competitors like the Audi A7 (535L) and Mercedes CLS (520L) easily outdo it - but at least this car has more boot than the Panamera (405L), though the BMW is a smidge bigger. The cargo space is large enough for a couple of overnight suitcases, but you’re hardly going to fit a family of four’s luggage for a week away. 

And while we’re in the “not quite what you’d expect” column, the back seat space is hardly commodious. There’s enough space for me, at 182cm, to sit behind my own driving position, but not without wishing for a bit more toeroom, headroom and knee space. 

The big centre console section eats into the space in the rear, justifying the brand’s “4+1” seating claim, and unpleasantly it has a hard plastic finish to rest your leg against. Getting in and out of the second row isn’t easy for bigger people, and it’s quite a squat down into the rear seat - it really has taken inspiration from its squashy-back-seated predecessor in that regard.

If you have smaller rear-seat occupants, however, there will be catered for with dual ISOFIX and three top-tether points, plus there are air vents with climate controls (quad zone in total), and two USB-C ports as well. There are sun-blinds on the rear windows, too, which is a plus, and there is a pair of cup holders in the fold-down armrest, and map pockets in the seat backs, too. The door pockets are near-useless, though.

The front seats score better practicality, with bottle holders in the doors, bigger and sturdier cup holders, a covered centre storage bin between the seats with a USB-C port, and a wireless phone charger (Qi) with standard USB port in front of the gear selector.

Above that is the weird, very out-of-place quick buttons (1-8) that BMW could easily do away with, and further up are the controls for the climate control (thankfully with hard buttons for fan speed and temperature), and above that is the media screen, a familiar looking 10.25-inch touch display running BMW OS 7.0. 

The screen is quick and crisp, and is backed up by the rotary controller and buttons on in the centre console area. There’s wireless Apple CarPlay (now at no cost for three years), as well as a built-in SIM card for 4G data and access to the BMW Online news and weather stations, accessed through the screen.  

It’s all pretty easy to use, and the sound system is excellent - the standard setup consists of 16 speakers, with DAB+ digital radio, Bluetooth and USB plus the smartphone mirroring tech, provided you don’t have an Android device, as Android Auto is still missing from BMW’s range.

It’s a nice cabin, but I couldn’t help but thinking that I’d want a little more differentiation from the lesser models in the range if I was spending this much. Especially considering the optional cost of the interior trim fitted to our test car - see below for more detail.

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.

If you’re going for the M850i, you’re getting the big bopper engine. It’s a 4.4-litre twin-turbo V8 petrol engine, and it isn’t short on horsepower.

The outputs for this engine are 390kW of power (at 6000rpm) and 750Nm of torque (from 1800-4600rpm). Hardly numbers to sneeze at.

And the performance figures are exceptional, too: the claimed 0-100 km/h time is just 3.9 seconds. That’s because there’s the traction of BMW’s xDrive all-wheel drive system, and shifting gears is an eight-speed automatic transmission.  

For what it’s worth, your humble reviewer saw a 0-100km/h time very close to that (4.2sec). 

The quoted kerb weight for this model is 1995kg.

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’...

You can’t really expect a big V8 beast like this to be a fuel miser, and it isn’t.

The claimed consumption is 10.7 litres per 100 kilometres. Which is alright, honestly, given the sheer volume of car you’re driving. 

But on my test - which consisted of more than 300km of mixed driving, including days of city commuting, some twisty mountain driving, and all the freeway floundering to get there - I saw an at the pump real-world figure of 15.4L/100km.

That’s not very efficient, and it’ll be expensive to run on the daily — yet the argument could be made that if you’re spending this much on a car, fuel costs won’t matter much to you. But with a small fuel tank capacity of 68 litres, it could become a little inconvenient as you’ll be seeing a lot of your local servo.

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. 

It’s an impressive thing, this M850i xDrive Gran Coupe. But I’m just not sure who it’s trying to please.

It’s not the sort of German monster coupe-sedan that grabs you by the scruff of the neck and throws you around with its mammoth acceleration. Not unless you poke it and prod it and make it really angry.

And that might be exactly what you want to do - put it in Sport mode, sling the shifter across to sport or manual mode, hear the exhaust open up from a pursed-lip tongue-click to an open-mouth growl. 

You’ll push hard on the accelerator, watch the tacho needle jolt to the redline, and if you’re in auto mode you’ll feel the transmission whipcrack as it shifts rapidly up through the gears as you’re shoved back into your seat. Before you know it you’ll be in licence-loss zone, and you won’t have even made the tyres chirp - that’s how immense the traction from the all-wheel drive system is.

You’ll brake hard into a sharp bend, and you’ll feel the front end dip and the body of the car change direction more readily than you’d think given its size as you turn in. The steering response will meet your expectation, with rapid reaction to adjustments mid corner. And the Active Roll stabilisation system will mean you’re not being thrown around in your seat, because it’s sitting flatter and truer than you might have expected - you’ll notice how it works extremely well in conjunction with the car’s torque-vectoring-by-braking system. There’ll be little weight shift or body roll to be counteracted, and that’ll inspire you to push it even harder.

Put it in manual transmission mode and you’ll rejoice that it won’t overrule you and shift up, but you’ll also feel shortchanged because it gets to the end of its limit very quickly. And when it hits redline, it emits a breathless little cough rather than a “oh maybe I should stop” rev-bounce noise.

But, if you’re like me, you might be doing all this with a niggling thought in the back of your mind that, while this car is technically really good and it’s a clinical performance car, you might just think to yourself, “I’m not having as much fun as I thought I would”.

A Mercedes-AMG would be more fun; it’d be more raucous, more of a muscle car experience. An Audi RS7 (at least the previous one) would be noisier, brasher, more theatrical than this car. And likewise, a Porsche Panamera - no matter the model you go for - would be more entertaining in the bends.  

Maybe it’s just a bit too predictable - and maybe that’s a result of this car being honed for drivers who will spend more time on the Autobahn than anywhere else. I have to say, there are much, much worse (and slower) ways of getting from A to B, and the highway cruising comfort of the M850i Gran Coupe was what impressed me most. 

It’s also surprisingly adept at urban driving duties, coping well with unpleasant city surfaces, though potholes can still upset things because of the stiff-sidewalled run-flat tyres. The suspension does an exceptional job otherwise, however, and I switched between the Adaptive drive mode and Comfort mode for my commuting duties. Both proved comfortable and controlled.

The M850i is by no means a failure when it comes to fulfilling the expectations you might have of a luxury sports sedan of this size. In fact, it’s close to a distinction. But I just can’t help thinking that it’s not as much an ‘M car’ as that M850i badge might have you believe it should be.

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 backs its cars in Australia with a three-year/unlimited kilometre warranty.

You may be confused if you head to the BMW site and see that M models and 8 Series models aren’t covered by BMW’s pre-pay capped price servicing plan (as I saw when testing this car), but CarsGuide can confirm that the 8 Series is indeed covered - unless it’s the real M8, not this M850i jigger. 

BMW Australia has clarified that the Service Inclusive pack for five years/80,000km of maintenance cover is $2490 for Basic cover (no brakes/pads, no wiper replacement), or $5641 for the more comprehensive Plus pack. Hardly affordable, but nor’s the car. 

The company uses a condition-based servicing program, too - there are no set service intervals, but the car will tell you when it needs maintenance based on how you drive it.

For what it’s worth, we ran the numbers on resale value using Glass’s Guide predictive analysis tool, and after three years/40,000km the expected retained value for this version is approximately 66 per cent - which is impressive.

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.