Gac Emzoom vs BMW 320d

What's the difference?

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.

Despite BMW's wholehearted embrace of the SUV its 3 Series is still a critically important model for the brand in Australia. And this new version certainly has the spec and tech to take the fight up to Merc's C-Class. And if you're in the happy position of making that choice, it's now a whole lot harder. For our money the 330i marks the sweet spot with extra performance, safety tech and standard features for only a fraction more than $3k over the 320d entry-point.

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 just over 4.7m nose-to-tail the new 3 Series has crept 76mm in overall length but that dimension is still more than 200mm shy of its next-size-up 5 Series sibling.

Changes to the exterior design are more evolutionary than revolutionary. You're never going to mistake this car for anything other than a BMW 3 Series.

But even if the face is familiar, aerodynamic efficiency is outstanding. BMW admits its claimed Cd of 0.23 was achieved with a base model running on 17-inch wheels (not offered here), but even if bigger rims knock a few fractions off that number it's still an amazing result for a conventional four door sedan.

Big contributors are a full width front spoiler, 'air curtains' managing flow around each corner of the nose, almost complete sealing of the largest areas underneath the car, and a functional rear diffuser section.

The signature kidney grille has grown and is delivered as a single piece, with active shutters incorporated to manage cooling air flow through to the engine. Twin adaptive LED headlights (standard on all models) feature a sharp notch on their lower edge, a big clue for new model spotters.

Broad, carefully managed surfaces characterise the bonnet and flanks of the car, with a distinct character line just above door handle height enhancing its confident stance.

The slightly smoked L-shaped LED tail-lights sit proud of the body, and 18-inch alloys are standard on the 320d, stepping up to 19s on the 330i.

The interior has been redesigned with revised controls and new materials, including slick 'aluminium teragon' finish on the console and dash in the M Sport.

As you can see in our interior images, it's been tidied up and simplified considerably, although it will still be instantly recognised by current BMW drivers.

Highlights are a 12.3-inch configurable digital 'Live Cockpit Professional' instrument display (lifted directly from the X5), a new 10.25-inch media touchscreen and a standard (larger) head-up display.

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.

A longer wheelbase (+41mm) has helped increase overall cabin space and rear room specifically.

There's plenty of storage provided with a large lidded box between the front seats as well as two large size cupholders in a recessed section in front of the gear shift (which can be closed off with a roll-top style cover).

The glove box is large and there are big bins in the doors with separate holders for full-size bottles.

Rear legroom is generous. At 183cm, sitting behind my own driving position, there was plenty of fresh air between knees and seatback, with lots of foot room to boot.

Headroom was more marginal with a straight back leading to a bonce/roof interface. But there are adjustable rear vents, twin cupholders in a fold-down centre armrest, and big bottle holders in the doors. Multiple USB ports (Type A and Type C) and a 12-volt power outlet are provided front and rear.

The boot space offers up a 480-litre luggage capacity with a 40/20/40 split-folding rear seat increasing cargo flexibility. Local towing capacity is yet to be confirmed, but indicative (European) ratings for both models are 750kg for an unbraked trailer and 1600kg braked.

Standard rubber is run-flat so there's no spare of any description.

Pricing for the two-model launch line-up starts at just under $67,900 before on-road costs for the 320d, rising to $70,990 for the 330i.

That means it remains head-to-head with comparable Merc C-Class models, and other premium mid-size competitors like the Audi A4, Jaguar XE and Lexus IS.

Given many previous Australia-bound 3 Series models have been built in South Africa it's fair to ask where is the BMW 3 Series built, and the answer this time around is Germany.

And the standard features list is long, including 'Adaptive LED headlights' (with 'High-Beam Assistant'), LED fog lights and tail-lights, electrically adjustable and heated exterior mirrors (with electric fold-in function), rain-sensing wipers, three-zone climate control, electrically-adjustable sports front seats (with memory function for driver and front passenger), wireless smartphone charging, 'Aluminium Tetragon' interior trim finishers, 12.3-inch 'BMW Live Cockpit Professional' digital instrument display, 'Navigation System Professional' with 10.25-inch digital touchscreen display also managing a 10-speaker, 205-watt sound system, including a 20GB hard drive and DAB+ digital radio. Apple CarPlay is included.

Also included are 'BMW TeleServices' taking in 'ConnectedDrive'(free use of vehicle apps via 'BMW Online'), real-time traffic info and 'Concierge Services'. The 'BMW Intelligent Personal Assistant' responds to a "Hey BMW' voice command with a range of hands-free functions like nav, calls and texts. We had mixed success in challenging this friendly PA.

The default M Sport trim includes 18-inch 'M Double-spoke' light alloy wheels, BMW Individual high-gloss 'Shadow Line' black treatment on the window frame and air breather surround, the 'M Aerodynamics package' (aero front and rear bumper trims, and side sills), Alcantara/Sensatec (vinyl) upholstery (black with contrast blue stitching), Anthracite BMW Individual headliner, and an M leather steering wheel (with multifunction buttons).

The no-cost 'Luxury Line' treatment swaps in 'Vernasca' leather seats, ash grey-brown interior wood trim, a sport leather steering wheel, the instrument panel trimmed in Sensatec and standard level sport seats for the driver and front passenger.

Step up to the 330i and you can add 19-inch alloys, 'Vernasca' leather upholstery, 'Comfort Access' (keyless entry to all doors), adaptive suspension, M Sport brakes, 'Driving Assistant Professional' (active cruise control with 'Stop&Go' function, front and rear cross-traffic warning, steering and lane control assist, lane keeping assistant with side collision warning, crossroads warning and 'Evasion Aid'), and 'Parking Assistant Plus' ('Parking Assistant' with 'Active Park Distance Control' rear, 'Reversing Assistant', 'Surround View', 'Panorama View', and '3D View').

In terms of colours, 'Alpine White' and black are no-cost, wihle metallic shades - 'Black Saphire', 'Melbourne Red', 'Glacier Silver', 'Mineral White', 'Mineral Grey', 'Mediterranean Blue', 'Sunset Orange', 'Velmont Bronze' (brown), and 'Portimao Blue' add $2000 (rrp). And the 'BMW Individual' metallic shade of 'Dravit Grey' adds $2350. 

Lots and lots of fruit without any change to the price. Clearly BMW is determined to bring the 3 Series back to prominence.

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’...

The 320d is powered by a 2.0-litre four-cylinder twin-turbo-diesel, featuring common-rail direct-injection and variable inlet timing. It produces 140kW at 4000rpm and 400Nm between 1750-2500rpm.

The turbo's multi-stage design incorporates a small, high-pressure, fixed-vane turbocharger as well as a larger, low-pressure, variable-vane turbo to maximise response, performance and efficiency.

A 2.0-litre single turbo-petrol four-cylinder engine sits under the 330i's bonnet incorporating direct-injection, as well as variable valve and cam timing. Peak outputs are 190kW from 5000-6500rpm and 400Nm between 1550-4400rpm.

Mark the date because this is the first time the BMW 3 Series has been offered in Australia without a manual gearbox option. Both launch models send drive to the rear wheels via an eight-speed automatic (with wheel-mounted shift paddles) only.

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. 

Despite each car's performance potential claimed fuel economy for the combined (ADR 81/02 - urban, extra-urban) cycle is commendably low.

BMW says the 320d delivers excellent diesel fuel economy, consuming a miserly 4.5L/100km, emitting 119g/km of CO2 in the process, with the 330i's fuel consumption figure coming in at 6.4L/100km and 147g/km.

You'll need minimum 95 RON premium unleaded in the 330i, with both petrol and diesel requiring 59 litres to fill the tank to full capacity.

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.

First, the performance figures. BMW claims the 320d will accelerate from 0-100km/h in 6.8sec, which is agreeably quick, while the 330i knocks that down to 5.8sec, which is properly fast.

Both engines deliver the same 400Nm of maximum torque at low rpm; 1750-2500rpm for the 320d, and a broader 1550-4400rpm spread for the 330i. Mid-range acceleration is strong and satisfyingly linear in each, the 330i that bit more urgent at the top end.

The eight-speed auto is velvety smooth, with the wheel-mounted shift paddles on hand for rapid 'manual' changes. Engine noise is muted at low revs but nice and rorty under pressure.

A stated aim in the development of this 3 Series was "dynamic engagement", and the standard strut front, multi-link rear suspension has been tuned to reinforce the driving part of the brand's long-standing 'ultimate driving machine' promise.

The standard suspension includes tricky two-stage dampers front and rear, but with all cars at the local launch fitted with the optional active damper system we'll have to wait to report on its quality (or otherwise).

This car's centre-of-gravity is 10mm lower than the model it replaces, which may not sound like much, but in engineering terms, absolutely is. In concert with a perfect 50:50 front-to-rear weight distribution, and wider tracks front and rear, it helps deliver an overall planted feel and predictable cornering balance.

The electro-mechanically assisted steering is accurate and linear with good road feel, which is not always the case in recent Beamers.

The launch fleet was also rolling on 19-inch rims (standard on 330i, optional on 320d) shod with Bridgestone Turanza run-flat rubber (225/40f - 255/35r) and despite that type of tyre's reputation for harsh characteristics and a moderate level of road noise, ride comfort on the typically coarse rural roads we covered in the Victorian high country was impressive.

Braking on both models is by ventilated disc front and rear, and even in spirited cornering maintained their power and efficiency. The M Sport brake package fitted to the 330i dials things up with four-piston alloy calipers (sourced from Brembo) up front.

The standard sports steering wheel is fat and grippy, the sports front seats combine firm location with long-distance comfort and overall noise levels are low. Overall, this is a super-impressive touring car.

The new 3's active safety package is exactly where it needs to be, with all the 'cost-of-entry' items like ASC, DSC, ABS, 'Braking Assist', and traction control included. But additional tech includes everything from all-speed AEB, 'Lane Departure Warning', 'Lane Change Warning', head-up display and 'Front Collision Warning' (with brake intervention), to 'Cornering Brake Control', 'Rear Cross-Traffic Warning', 'Rear Collision Prevention', 'Speed Limit Information', 'Parking Assist' (with 'Reversing Assistant') and 'Dynamic Braking Lights'.

Step up to the 330i and you can add 'Steering and Lane Control Assist', 'Emergency Stop Assistant', 'Auto Speed Limit Assist', 'Lane Keeping Assist', 'Front Cross-Traffic Warning', 'Evasion Aid', 'Crossroads Warning' (with 'City Braking' function), 'Wrong Way Warning', as well as 'Parking Assistant Plus' (with 'Surround View Camera' and 'Remote 3D View').

On the passive side, the airbag count runs to eight (front and side airbags for driver and front passenger, and head airbags for all four outer seats). 'Intelligent Emergency Call' is also included.

There three top tether anchors for child seats/baby restraints across the back seat, with ISOFIX anchors on the two outer positions.

This seventh-generation 3 Series is yet to be assessed by ANCAP or EuroNCAP, but it's a safe bet it will pick up a maximum five-star safety rating.  

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.

BMW offers a three year/unlimited km warranty, which is drifting off the pace now with the majority of mainstream brands stepping up to five-year cover, with some at seven.

On the upside, bodywork is covered for 12 years, the paint for three, and 24-hour roadside assistance is complimentary for three years.

Servicing is condition based, so the car tells you when maintenance is required, and BMW offers a range of service packages in 'Basic' and 'Plus' grades up to 10 years/200,000km.