BMW 850I vs Gac Emzoom

What's the difference?

Does the world really need a car as outrageously loud, over-the-top, exclusive and stupidly fast as BMW’s new 8 Series? Obviously not, but BMW clearly felt that its range, and its customers, could do with something like this. On paper, and even from the kerb, it seems a strange beast - luxurious and yet lightning quick - but from the driver’s seat it just instantly makes sense. And makes you smile. Scarily, there’s an even faster 8 Series Competition version to come…

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.

In terms of improving on the car it’s replacing, the new 8 Series pretty much smacks it out of the park. Time has not been kind to vehicles fitted with pop-up headlights and the previous 8 Series, which roamed the planet in limited numbers from 1989 to 1999, with now-unimaginable V12 engines, seems a strange-looking beast, with its tiny little kidney grille almost hiding beneath a BMW badge.

The new M850i is a simply stunning looking beast, particularly in Coupe form (the Convertible is not ugly, but it just doesn’t look as complete). Extremely wide and menacingly low, it seems to loom over whatever patch of ground its parked on, giving off an air of magnificent malevolence.

It looks fantastic when followed from behind, but it’s the front view - featuring the thinnest headlight design ever seen on a BMW for a sleek, Iron Man-like face - that really grabs your attention.

Proportion, poise and big old 20-inch wheels give it plenty of presence, while the way the glasshouse tucks in at the rear only magnifies its powerful hips.

BMW has also thrown plenty of design flair at the interior, where you’ll find the unusual yet fabulous-feeling glass gear lever (there’s more of this sparkly, cut-crystal-like stuff on the volume knob, Start button and iDrive controller).

Not only does it feel truly unique and expensive in your hand, but it has an 8 buried beneath it, which shifts and shimmers as you try and see it through the many angles of the glass.

Elsewhere, the cabin is swathed in merino leather and feels undeniably classy, with a touch of modernity via its big screen, but it’s still not quite as beautiful as the cockpit you’d find in an Audi of a similar price. Close, but not quite.

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.

At the very least, you’d have to say the 8 Series is fit for purpose. The seats are hugely comfortable for long journeys, so that’s practical, there’s a handy tray for your phone, where it will be wirelessly charged, and there are two cupholders in front of that, and storage for bottles in the doors.

No human larger than primary school age will ever sit in the back, so there’s not a lot going on back there.

In terms of boot space, it’s reasonably capacious at 420 litres, or 350 litres for the Convertible.

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.

Truly, there is one impressive engine sitting under that big, hulking bonnet. The M-fettled 4.4-litre V8 has two turbochargers located inside the V of the block for “immediacy of response”, and they certainly deliver that.

Peak power of 390kW is delivered between 5500rpm and 6000rpm while its hefty 750Nm of torque is on song, for effortless overtaking, from 1800rpm all the way to 4600rpm.

Looking at those rev figures it’s clear to see that you are initially launched by a huge wave of torque and then, while you’re still drawing breath, the power really kicks in. 

All that grunt equates to 0 to 100km/h in just 3.7 seconds, which is very fast indeed, and you also get to enjoy a growly, guttural soundtrack, thanks to the standard Sport Exhaust.

The Convertible has the same engine with the same figures, but it’s slightly heavier and thus takes 3.9 seconds to hit the tonne. Which is still stupidly fast for this much car.

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’...

Good luck ever matching these figures, with all that V8 temptation beneath your right foot, but the claimed number, at least, is 10.4 litres per 100km for the Coupe and 10.6 for the Convertible. During our launch drive we would have been absolutely nowhere near those figures.

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 is a sizeable distance between driving a small, lithe sports car that can sprint from 0 to 100km/h in a scorching 3.7 seconds, and then piloting something that feels as large, and louche, as a cruise ship that can do the same thing.

Accelerating in the M850i is an experience that can only be described as hilarious. There’s just so much mass attempting to move so quickly that it defies belief. The way the nose rears into the air, and the rear end seems to dip towards the ground, brings to mind a bucking bronco, although a feisty polo pony would probably be more appropriate.

It’s easy to see why this car is all-wheel drive rather than the traditional BMW rear-driven layout, because there’s just no way you could get all that grunt to the ground with two wheels, or not without some serious power oversteer issues.

For a car that weighs more than 1.8 tonnes, the 8 Series is surprisingly fluid and involving on winding stretches of road. It feels hunkered down and hammered into the road, which is less of a surprise, but the steering is so perfectly weighted and the power delivery so well calibrated that it really encourages you to push on, and rewards you sense of adventure with smile-widening pace.

It’s quite something to suggest of a car that costs a quarter of a million dollars, but the M850i actually exceeds your expectations in terms of driving joy. On paper, it looks like a straight-line bully, or merely a very grand grand tourer, and it does eat up the miles on a freeway with class and ease, but when you want to point it at a mountain pass, it excels there as well.

We drove the new 8 Series back to back with BMW’s also-new Z4, and what really stood out was not just the gulf in power and poise, but the huge difference in the ride/handling balance.

The M850i really can soak up the worst our roads can throw at it with aplomb, while still making you feel connected to the ground beneath you, and inspiring confidence, and its abilities really did make the Z4 feel very brittle and hard indeed.

To be fair, we didn’t get to throw this big luxo-barge at any sections of really sharp S-bends, or 35km/h corners, and no doubt it would be challenge for it to change direction quickly, but through fast sweepers it really does excel.

And as far as its grand-touring design brief, it absolutely nails it.

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 is sticking with its not-very-industry-leading three-year, unlimited-kilometre warranty, and says its customers are happy with that, rather than the five- or seven-year warranties some other companies offer. When you’re paying this much for a car, it seems a trifle mean, frankly.

Like all modern BMWs, the servicing requirements for your M850i are controlled by the Condition Based Servicing (CBS) system, which means that “advanced algorithms monitor and calculate the conditions in which a vehicle is used, including mileage, time elapsed since its last service, fuel consumption and how a vehicle is driven”. 

That information allows the car to decide for itself when an annual vehicle inspection or oil service is due.

BMW offers two fixed-price servicing plans, under its BMW Service Inclusive (BSI), which is available in two packages: Basic - $2,290 for five years/80,000km or $5,170 for Plus.

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.