BMW M240I vs Gac Emzoom

What's the difference?

When BMW is on a roll, the world needs to watch out.

And, as our Thundernight metallic-hued M240i so literally demonstrates, its purple patch continues after a string of modern marvels like the latest 4 Series and iX, distilling the essence of compact sports coupe and luxury cruiser with dizzying confidence.

Joining the pantheon of back-catalogue greats like the 2002ti and 330Ci, we're missing it already now that the keys have been returned. Isn't that the true sign of the quintessential BMW experience?

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.

What is happening with BMW design? It's as if the Germans have run out of ideas.

Though we're eternally grateful it exists, the G42 is the least pretty of the three 1 and 2 Series coupe generations, as well as the most aggressively styled. All the usual macho tropes are present – cab-backward long-bonnet/short boot silhouette with an exaggerated dash-to-axle ratio, huge front air intakes, bulging bonnet and diffuser-heavy rear end.

There's also a beady eyed look to this M240i, with its squinty headlights and angry tail-light shapes further piling on the attitude. It's a far cry from the simple elegance of the E82 original, let alone the classic E30 of the Eighties. We wonder how much extra the M2 version will be when it surfaces later on.

That said, the G42's design is in keeping with something wearing an M-something-something prefix. In the optional purple of our press car, it certainly turns heads. That said, in the Bangle era, BMWs didn't have to rely on paint to do that.

Bangle, by the way, refers to BMW's late '90s/early '00s head designer Chris Bangle, an American with a bold aesthetic, scant regard for tradition and a taste for the controversial. His effect on vehicle styling, starting with the 2001 7 Series, is still felt today.

Dimensionally speaking, comparing the length/width/height/wheelbase measurements of the M240i (4548mm/1838mm/1404mm/2741mm) with a 2000 E46 330Ci (4488mm/1757mm/1369mm/2725mm) shows how today's coupe is palpably larger.

Over the previous (F22) 2 Series, the newcomer is 105mm longer, 64mm wider and 28mm lower; the wheelbase has been stretched by 51mm, while the front and rear tracks are 63mm and 35mm further out, respectively. Result? More space inside for today's lucky occupants.

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.

Interior dimensions may not be paramount to most coupe purchasers, but a stylish one with quality fittings and generous equipment levels certainly is, and here the M240i is bang-on brand.

For a compact two door, the M240i is pleasingly accessible. Long doors and a tallish roof help entry/egress, into a 2+2 cabin that obviously prioritises front-seat occupants. And it does that exceedingly well.

There's space to stretch – even if you're two metres tall – up front, as long as the rear seats aren't occupied, as a result of generous leg and shoulder room, while headroom should also be sufficient, even with the sunroof fitted. We're talking about a small coupe, remember, so that's impressive.

Vision out isn't as bad as you might imagine, either, due to the airiness that the elongated side windows provide. There are blind spots, though, with the B-pillar being the worst, but at least the extensive camera and sensor network surrounding the car provide reassuring back-up.

The handsome M Sport front seat option ($2000 extra) look like they mean business, providing all the comfort, support and adjustment most occupants will ever need. They're firm enough when you need them yet restfully supple all the time. Backed up by a multitude of electronics, both buckets will brace people of pretty much all sizes, while the driver has the luxury of two memory settings that also take in mirror positions.

Remember how the new 2 Series comes via Mexico? You'd never know it wasn't built in Germany, from the solid build quality and expensive materials to the extremely welcome absence of squeaks and rattles. No area exposed to the occupants looks or feels cheap.

Also meeting expectations is the dashboard itself, which is essentially a scaled-down replica of every recently released BMW – futuristic and fabulous iX aside – since the current (G20) 3 Series in 2018 broke the Bangle-era curse of disappointing new-millennial models.

If you're hoping for a return to classic analogue instrument dials, forget it. The M240i's instruments are modish electronic items, providing plenty of vehicle and driving data, and supported by an excellent head-up display. Like the switches and buttons, they're easy to fathom, with little familiarisation required.

As we've said repeatedly in other BMW reviews, the iDrive multimedia controller is amongst the best in the business, responding instantly to inputs. The other basics – ventilation, storage, driving position – are also first class. Nothing to complain about here. The company is on a good thing and it's sticking with it.

Accessing the rear seats is aided by electrified front seats that slowly whir forward, to provide a big-enough aperture for your medium-build 178cm tall tester to squeeze in.

Once sat, with legs splayed apart, there's just enough space for another person of similar height and proportions, as well as surprisingly decent levels of vision thanks to the narrow front bucket seats and extended rear glass area, to offset any feelings of claustrophobia.

BMW has also provided several welcome amenities, including face-pointed rear vents with full single-zone temperature control to serve two occupants back there, armrests (with the centre fold-down item also packing in a pair of cupholders), reading lights and coat hooks.

Sadly, however, the rear windows do not retract, and the thick door pillars are fixed, so you cannot enjoy a pillarless hardtop experience. That's what the M4 coupe (and convertible too) is for.

While rear-seat space is adequate, with enough room for shoulders, thighs and feet if the front-seat occupants don't mind raising the cushion a little, the backrest is too upright to be considered comfortable on longer journeys. At least the low cushion is scalloped enough to provide some support, though, again, not over extended periods.

That rear backrest folds, by the way, to a 40/20/40 split, providing access into the 390-litre boot while still able to accommodate a single passenger. The lid opens up and wide, offering up a long, flat and wide space for storage. Along with a 12V outlet and tie-down hooks, you'll find a tyre-repair kit, since no spare wheel is carried.

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.

As with all of our current favourite BMWs that aren't electric on full-fledged M cars, the M240i is fitted with a variation of the divine B58 engine – a 2998cc 3.0-litre double overhead cam direct-injection turbo I6. It delivers 285kW at a heady 6500rpm, and 500Nm of torque between a low 1900rpm and 5000rpm.

A kerb weight of 1690kg (200kg more than the 220i equivalent) means the M240i's power to weight ratio is about 169kW/tonne, which may explain why it can manage the 0-100km/h time in 4.3 seconds. V-max is 250km/h.

Power is channelled to all four wheels continuously via an eight-speed M Steptronic transmission, while the AWD system features a differential to help transmit torque to all four wheels more cleanly.

Controlling all those outputs, the M240i's suspension consists of a two-joint spring strut front and a five‑link rear axle arrangement, with M Sport suspension including variable sport steering, additional front axle struts, M Sport brakes, M Sport differential at the rear axle and adaptive M suspension with electronically controlled dampers.

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’...

Over exactly 503km of city, suburban, freeway and performance testing, we managed a credible 9.6 litres per 100km – and that was with the air-con on  constantly and regular visits to the 7000rpm rev limiter. No horses were spared in our quest to properly assess this vehicle.

BMW's official combined-average claim for the Euro 6d-rated M240 is 8.0L/100km flat – and 6.6L and 10.3L in the Extra Urban and Urban runs – for a carbon dioxide emissions average of 185 grams/km.

The small fuel tank swallows just 52 litres of E10, 95 or 98 RON (as tested) premium unleaded petrol, meaning an average of 650km between refills is possible.

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. 

In a word, invigorating.

Stuffing a big old engine in a little-ish car is always an exciting recipe for thrills, and the M240i Coupe does not disappoint.

Press the start button, and the sublime B58 3.0-litre turbo I6 growls into life, setting a rich tone for the level of performance as well as sophistication that's coming.

Even in Eco mode, off-the-line acceleration is stirring, with a hefty shove if you're in a hurry, or a brisk pace if you just long to just take it easy, defined by smooth upshifts from what remains one of the world's greatest-ever automatic transmissions.

That said, Normal is the default operating setting, and here the M240i can take on a Jekyll and Hyde split-personality, that goes well beyond simply possessing a strong throttle response accompanied by a soaring exhaust note. The engine sings sweetly even right up to 7000rpm, while the gearbox is uncanny in its ability to always be in the correct gear, yet will simultaneously hold each ratio in manual mode (via the shifter or paddles) if the driver needs to go hell-for-leather.

Speaking of which, in Sport mode, the 3.0-litre turbo goes into red alert, taking on a louder and more muscular mood, as it roars along with frenetic yet effortless speed. What seems like 90km/h can, in fact, be very much more, and with plenty of extra oomph in reserve.

It's so typical BMW that purists affronted by some of the brand's other niche offerings of late will cry with joy that the art of making a sports coupe has not been lost in Bavaria after all.

And that's before the first turn of that fat little steering wheel. Here the 2 Series Coupe's 3 Series-derived CLAR architecture's DNA is immediately obvious, providing subtle balance and an immersive connection to go with all that bolshy brawn.

The M240i will glide along precisely where pointed, sticking steadfast to the tarmac while cornering at speed without breaking a sweat. That mechanical rear diff helps provide both alacrity and reassuring control. Yes, it remains weighty and planted when punted relentlessly through tight corners, but it's also not as heavy-feeling as before.

Being AWD, there's grip galore to rely on for security, yet the M240i still seems deliberately rear-drive biased in its set-up, so the driver can hang the tail out if wanted with gradual ease in Normal, or with a little more of a sideways flick in Sport. The modes are configurable so the level of engine, steering and suspension responses can be tailored as desired, meaning that in the racy Sport Plus setting, with stability and traction controls on hold, the full oversteer experience is possible if you're game/brave/silly enough.

This car's brilliant performance is also down to incredibly dependable and nuanced braking, adding another layer of driver enjoyment, since it can pull up hard and fast if need be without drama or fuss.

So, it's no surprise to learn that an M-Sport-enhanced BMW can be a deliciously fast and limber along a mountain road.

But the real progress over the old F22 is just how suave and polished the G42 is if you're tired and stressed, isolating its occupants from the rigours of rubbish road surfaces. Kudos to the 'Adaptive M Suspension' and its adaptive dampers for this, for they're standard M240i fare. The resulting cushy ride completely broadens the dynamic bandwidth of this compact sports coupe, making it an everyday commuting proposition.

Ultimately, it's a bit of a struggle to find fault in the 2 Series' drivability and dynamic make-up. The usual Euro luxury car bugbear of too much coarse-chip tyre noise applies, but as this is a sports coupe, that's not such a big deal here. Even wind noise levels are subdued – all the better to drink in that glorious turbo engine wail.

BMW, you got the M240i delightfully right.

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.

Trailing all of its main luxury car rivals (except Porsche) by two years, BMW only offers a three-year/unlimited kilometre warranty, as well as three years of roadside assistance.

BMW says its vehicles' servicing is condition-based, depending on how they're driven and other factors, with a dash warning appearing to let the driver/owner know when it's time. We advise servicing your M4 annually or at every 10,000km

No capped-price servicing system is offered. However, as long as the first one is paid for before the first service on a new vehicle, the 'BMW Service Inclusive Basic packages' is available at extra cost, covering scheduled servicing for three years/40,000km or five years/80,000km. A 2 Series should cost from $1700 for the five-year/80.000km package.

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.