Ford F-350 vs Gac Emzoom

What's the difference?

If you’ve got something really heavy to tow and you have the budget to do it in grand style and with minimal effort, then a Super Duty could be just what you’re looking for. Its gargantuan proportions make it impractical for daily driving in Australian city and suburban traffic, but as a heavy-duty tow vehicle, particularly for long-haul open highway work, you’ll feel like king of the road.

Vehicle supplied by Harrison F-Trucks.

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.

Needless to say, the MY18 F350 Super Duty 4x4 is a monster, even in this SWB specification. The massive 4059mm wheelbase is 839mm longer than a Ranger Wildtrak, which is also dwarfed by the Super Duty’s 6350mm overall length (961mm longer). The F-Series’ 2032mm width is 182mm wider than the Ranger, and its 2065mm height is 217mm taller. It's like a Ranger that's been fed heaps of fertiliser.

Underneath is the kind of heavy-metal hardware needed to justify a Super Duty badge. Ford claims its massive fully-boxed steel ladder-frame chassis is up to 24 times stiffer than the previous generation, along with improved corrosion resistance. The cargo tub is made from military-grade aluminium with the dual benefits of less weight and no rust. A tough spray-on cargo tub liner boosts dent and weather protection.

Live axles are used at both ends, suspended on huge leaf spring packs at the rear and softer-riding coils up front. Steering and four-wheel disc braking are both power-assisted, of course, and there’s a choice of trailer-towing hitches available.

As you would expect, cabin space for both front and rear occupants is palatial, with even tall adults feeling dwarfed by its enormous dimensions. Rear passenger leg and shoulder room even for tall adults is limousine-grade, although headroom is reduced (but still adequate) due to the lower roof lining surrounding the full-length sunroof.

The overall fit and finish of the dashboard, following Harrison’s local RHD conversion process, displays quality workmanship. However, some DNA from its Kentucky birthplace remains in the control screen’s software, which, for example, displays 911 Assist instead of 000, and a left-side driver’s seat icon for the massage control. We also noticed that the AM radio station display only moves in 10kHz increments without the ability to tune between them (too bad if you like talkback).

There’s also no driver’s left footrest and the parking brake pedal seems overly high, requiring the raising of your left knee above steering-wheel height to get your boot on it.

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.

Our F-350 test vehicle with its F-250 downgrade results in a 700kg decrease in both payload and tow ratings. In other words, based on Harrison’s figures, in full F-350 specification it has a 1700kg payload capacity and 9700kg GCM, which means it can legally tow up to 4510kg of braked trailer with a full payload or up to 6210kg without. In our F-250 form it offers a 1000kg payload with 9000kg GCM, and can legally tow up to 3810kg of braked trailer with a full payload, or 4810kg without.

The huge cargo tub has a load floor length of 2080mm and width of 1700mm, with 1283mm between the wheel arches allowing ample room for a standard 1160mm-square Aussie pallet. There’s a total of eight tie-down points, overhead and internal lighting plus key fob operation of the tailgate, which houses a handy fold-out step and grab handle for easy cargo tub access.

The sumptuous cabin has plenty of storage options, including a single glovebox, and a bottle holder and two storage bins in each front door. The centre console has an open storage cubby at the front, another open storage bin and two bottle holders in the centre, a cavernous box behind that with a padded lid which doubles as a comfortable armrest, and two more bottle/cup holders at the back.

Those in the rear seat also get a fold-down centre armrest with two pop-out cup holders and each rear door has a bottle holder and two storage bins. There are also flexible storage pockets on the rear of both front seats and the 60/40-split rear seat base cushions swing up through 90 degrees and lock into position, revealing a huge full-width storage area underneath.

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 F350 Super Duty is powered by Ford’s common rail 6.7-litre Power Stroke V8 turbo diesel, which, with four valves per cylinder and variable vane turbocharger, punches out 335kW at 2800rpm and a massive 1267Nm of torque at only 1800rpm.

The SelectShift six-speed automatic transmission is also designed and built by Ford. Its triple-plate, two-stage torque converter offers full lock-up capability as low as 900rpm, and there’s a dedicated tow/haul mode which avoids unwanted shifts on climbs and provides powerful engine braking on descents.

The exhaust brake can also be manually selected. The 4x4 system is part-time dual-range, with auto-locking front hubs and shift-on-the-fly engagement.

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’...

Flick through a Super Duty sales brochure and you won’t find any reference to fuel economy ratings. However, for what it’s worth we crunched some figures at the end of our relatively short 200km test based on trip meter and fuel bowser readings, resulting in a reasonable 15.8L/100km.

That’s not far away from the dash read-out at 14.2, so with its big 130-litre fuel tank you could expect a driving range of around 820km.

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. 

You sit up nice and high in very comfortable seats, with a commanding view of surrounding traffic and the road ahead. We quickly adapted to the width and height of the Super Duty, but the major issue in city and suburban driving was its oil-tanker length, which required later turn-in on tight corners to provide kerbside clearance. We also needed to check that there was ample reversing room when choosing a space in a parking lot, to ensure we didn’t get wedged when trying to leave.

With the big turbo diesel V8’s 1267Nm of torque being tapped at only 1800rpm, it provides spirited getaways from traffic lights, and easily keeps up with normal city and suburban traffic flow with your big toe barely touching the accelerator pedal.

The ride quality without a load is quite good on smooth surfaces, with its massive 3.5 tonne kerb weight feeling like the tyres are leaving indents in the bitumen. However, over rougher roads and larger obstacles like speeds humps, it starts to bounce around more and can feel quite ponderous at times. However, this is to be expected in an empty vehicle with such high payload and tow ratings.

The steering is surprisingly direct and firm in feel. It’s also quite linear in turning weight regardless of road speed, without the more noticeable changes evident in its little brother Ranger, which is very light at parking speeds but gets noticeably firmer as speeds increase.

Braking is reasonably responsive but like other giant US pick-ups we’ve tested, you have to get them quite hot to make them really bite. That’s because their pad compounds tend to be on the hard side, given they have to cope with the high temperatures generated by heavy-duty towing.

The engine exhaust brake is surprisingly quiet and very effective at slowing the vehicle, aided by more aggressive downshifts in the six-speed auto.

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.

Harrison F Trucks provides a four-year/130,000km warranty, which it claims is the same as the Ford warranty with standard exclusions. Harrison also provides four-year premium roadside assistance.

Scheduled servicing is 12 months/10,000km with costs ranging between $495 and $1400.

Harrison says servicing can be done at any certified service department in Australia, with direct communication with Harrison’s service manager if required for diagnostics and advice.

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.