Ford Transit Custom vs Gac Emzoom

What's the difference?

Does the world need a pair of electrified Transit Custom vans? It’s not as simple a question when it comes to commercial vehicles like these, because there’s a fair chance the last-mile delivery sector is going to absolutely love the EV variant of the Ford van. Charged overnight at a depot, the EV Custom has the potential to massively reduce running costs for large and small fleets, as well as reduce downtime in terms of maintenance. It could be a big win.

But for our money, the PHEV Transit Custom is the one that offers the most promise. The usual EV compromises and range anxiety are shown the door and the plug-in driveline not only trumps the traditional turbo-diesel for running costs, refinement and actual performance, it also promises day-to-day efficiency that even the otherwise handy Ford diesel just can’t match. Win, win, we believe it’s called.

The question now is what Ford does with this driveline. Surely, as an option for the Tourneo people-mover (itself Transit Custom based, so all the hard work is done) the PHEV driveline seems like a foregone conclusion. And that’s the Transit van we’d most like to see, to be honest.

So, take these vehicles as a taste of what might be to come. The first shot in a market segment that stands to gain more than most from electrification.

Note: CarsGuide attended this event as a guest of the manufacturer, with accommodation and meals provided.

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.

Functionality trumps all else in commercial vehicles, but even so, the Transit Custom is a pretty cool looking thing, particularly in Sport trim with its stripes and alloy wheels. It’s easy to see how the van might appeal to private buyers as well, both as family transport with optional rear seats and windows or decked out as a camper. Keeping the roofline below 2.1 metres also means the Custom will work in an underground car-park environment.

Inside, it’s all about function and while there are plenty of hard plastics in evidence, the sheer attention to detail regarding storage and convenience features is what you’ll remember. Maximising interior space is part of that and the Transit Custom cleverly uses front airbags mounted in the roof lining, clearing up dash-top space that has subsequently been used to locate a second glovebox.

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.

Here’s the meat and potatoes of a vehicle like the Transit Custom. If it can’t cut it as a workhorse, then there’s not much point in having it take up showroom space, and Ford knows that. But Ford also has loads of experience in making one and two-box vans work for their living. The fact is, these vehicles have been best-sellers in Europe for decades, so there’s plenty of back-catalogue to draw from.

Knowing that some drivers will spend a full shift in the cabin of the Transit Custom, Ford has gone to a lot of trouble finding little nooks and cubbies for things like clipboards, pens and phones to live. There’s also a fold-down centre seat that forms a small desk, two gloveboxes, and no less than four cupholders across the cabin. A large storage area lives under the flip-up passengers’ seat.

There’s a single USB-A charging port in the cabin and no less than five USB-C ports, as well as a 12-volt socket in the dashboard. Bottles can be stored in either door pocket and the front cabin steps are illuminated. A flat-bottomed steering wheel makes sliding across the cabin easier.

In the cargo bay, the walls feature protective panels and there’s a hose-out plastic mat on the floor. You’ll also find LED cargo lights, eight tie-down points in the long-wheelbase Trend and two fewer in the shorter Sport. Integrated roof racks are standard and while only one sliding side door is standard, there’s the option of a second one on the other side. The standard rear doors are the barn-door type, but open wide and back on to the vehicle’s sides to allow for fork-lift loading. A tailgate version of the rear door is optional.

There’s a load-through hatch giving a total length of 3.45m in the long-wheelbase version and, depending on what variant you choose, the payload is anything up to 1339kg. Cleverly, the top-hinged hatch cover for the load-through is held up by a magnet when in use so it doesn’t rattle against the load over bumps.

Towing capacity for either electrified Transit Custom is down from the turbo-diesel's 2800kg to 2300kg.

Keeping passengers safe in a nose-to-tail crash is a metal bulkhead with a window, but the window can be deleted as part of a security pack on the long-wheelbase variant, at which point the interior rear-view mirror becomes a camera screen. That mirror also incorporates a forward-looking dash cam.

It won’t matter to everybody, but it’s worth mentioning that the PHEV Transit has a space-saver spare wheel, while the EV variety has no spare at all.

All Fords are now connected via modem, allowing managers back at head office to receive alerts for low fuel or tyre pressure and even track their vehicles when they’re on the move. For fleet managers, this will doubtless be welcomed. For the drivers, perhaps not so much.

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.

Although they might both subscribe to the concept of electrification, under the skin the Transit PHEV and EV are quite different animals. That’s starts with the fundamentals, with the front-engined PHEV Transit Custom using front-wheel drive, and the pure EV variant placing the single electric motor between the rear wheels for a compact rear-drive layout. As per usual practice, the EV’s batteries are positioned under the floor.

That single electric motor, when fed by the standard 64kWh battery, gives the EV Transit Custom a sensible power output of 160kW and a meaningful 415Nm of torque. Thanks to the way an electric motor makes its power (and torque, more importantly) there’s no need for a conventional gearbox, so a single-speed transmission is all that’s required.

The PHEV, meanwhile, uses the combination of a 2.5-litre petrol engine, teamed with a single electric motor. Interestingly, the electric motor is more powerful than the non-turbocharged petrol engine, but when both are delivering, there’s a total of 171kW of power and 400Nm of torque. A continuously variable transmission (CVT) is fitted for maximum efficiency.

Four-wheel disc brakes are fitted on all electrified Transit Customs in deference to their greater kerb weight (just shy of 2200kg for the LWB). Independent rear suspension is also a feature on all Transit Custom variants, and has been engineered to be compatible with the one-tonne payload standard.

Ford has also fitted the PHEV Transit Custom with selectable drive modes, four in the Trend (Tow, Normal, Eco and Slippery) and five in the Sport with the addition of a, you guessed it, Sport mode. The PHEV builds on that with modes to force electric operation, store the battery power for later or use a combination of both at the car’s discretion.

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’...

Typically, for a hybrid vehicle, Ford quotes a staggering combined fuel economy figure for the Transit PHEV. In this case, that’s a marvellous, yet often unattainable 1.7 litres per 100km with tailpipe CO2 emissions of just 38 grams per kilometre.

No, you probably won’t achieve this in the real world, and our testing suggests closer to 4.2 litres per 100km in urban running which is where the PHEV shines most brightly thanks to the opportunity to harvest energy in stop-start traffic.

And even though that’s a long way from 1.7 litres per 100km, it’s still a pretty impressive number for a big, heavy vehicle with garden-shed aerodynamics. Combined with the Transit’s 63-litre fuel tank, there’s a real chance of stretching fill-ups beyond the 1000km mark.

The plug-in element provides for an electric range of 54km which is off the pace for most PHEVs and means any delivery driver in a Transit Custom PHEV will be making use of the petrol engine pretty much daily.

Unlike the Transit Custom EV with its 64kWh battery, the PHEV’s smaller 11.8kW battery doesn’t allow for commercial fast chargers. Instead, you can take the battery from fully discharged to 100 per cent capacity in seven hours on a household 10-amp socket, or in four hours, 15 minutes on a 15-amp outlet, which equates to a maximum AC charge rate of 3.5kW.

The Transit Custom in EV form, meanwhile, can be charged from zero to 100 per cent capacity in 6.7 hours on an 11kW outlet, but can also make use of fast DC charging. At that point, it’ll charge from 15 to 80 per cent in 32 minutes at its maximum charge rate of 125kW.

Ford claims a range of 301km for the Transit EV Trend and 307km for the slightly lighter Sport. Both those figures are likely to be a little optimistic in the real world, but we reckon, based on our on-test power usage figure of 17kW per 100km, they might be a lot closer to the mark than many other makes claim. So, that should, theoretically, work for most delivery vans in major cities where daily distances are generally below 200km.

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. 

We’ve said it plenty of times before, but delivery vans really have come a long way. What were once bucking, sliding, pitching, screeching monsters are now almost as comfortable as a car and vastly more stable and predictable to drive even at freeway speeds.

The EV variant almost sounds and feels like a modern Melbourne tram in the way it accelerates with authority but also in near silence with only the suspension and a bit of tyre slap over sharp edges to spoil the serenity. Even then, the noises barely intrude. Tyre noise is the worst of it.

Performance is strong and effortless and this is a parcel van that accelerates like a decent car right up until about 100km/h when things start to tail off a little. The overall driving position is a bit sit-up-and-beg, but that’s actually comfy over longer distances and the seats themselves are good with plenty of padding, but not too much bolster that you need to climb over it to enter or leave the cabin.

The column-mounted gear selector is smart, but does mean the indicator stalk moves to the `wrong’ side, and confusing them can leave you in Neutral. And even though it’s a clearer, sharper result than many cars offer, the camera-screen interior rear-view mirror (if you choose the solid cargo-barrier version) is never as good as a conventional mirror. For some reason, the camera screen lacks the depth of field of a mirror and is more difficult to focus on. Those who wear reading glasses might struggle with it.

On the plus side, the EV variant’s one-pedal-driving setting is brilliantly set up and allows for bringing the Transit Custom to a complete stop without touching the brake pedal. Also better than average is the calibration for the driver aids including the lane-keeping assistance which is there to help, but never call the shots.

The PHEV version is, logically, more of the same, although the ride quality seems a little better with an extra layer of plush particularly on smaller, sharper bumps. The slightly lower kerb mass that allows for the one-tonne payload without the same spring firmness is probably the reason.

What the front-drive PHEV can’t achieve, however, is the EV’s level of power-down and grip. Floor the throttle and the PHEV will easily make its front tyres chirp and introduce a small amount of tugging at the wheel. Over bumps with lots of throttle, the PHEV will also momentarily lose traction, but meantime, it’s just as quick as the EV version, even if the CVT is evident in the way the engine revs up and the rest of the van eventually catches up with 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.