Ford Fiesta vs Gac Emzoom

What's the difference?

The original Ford Fiesta ST from 2013 was a modern classic. The combination of appealing pricing, point-and-shoot driving dynamics and a sweet turbocharged engine ensured it won a legion of fans. 

Its follow-up from 2020 continued that formula and brought with it a refinement missing from the original. But it was just as fun to drive.

Ford has launched a mid-life update for the sprightly hot hatch, which despite arriving in Australia halfway through 2022, is still officially an MY22 model. This latest version introduces upgrades to interior tech and exterior styling, as well as a 30Nm bump in torque.

But given it’s facing a ballsy competitor from Hyundai, has Ford done enough to keep its B-segment hot hatch crown?

GAC might still be a new name to a lot of Aussie new car buyers, but the Emzoom Luxury isn’t here to quietly blend in. It’s sharply styled, keenly priced and carries just enough attitude to turn a few heads - which is a good start in a crowded small SUV segment.

It also keeps things simple. There’s just the one trim level on offer locally, and it comes in swinging against some well-established rivals like the GWM Haval Jolion Premium, Kia Seltos Sport+ and MG ZS Vibe Turbo.

But standing out on paper is one thing, backing it up with enough personality to stay interesting over time is another.