Gac Emzoom vs BMW M2

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.

Proving good things still come in small packages, the pint-sized M2 remains my pick of the BMW M range. It's not the perfect daily drive, but I reckon the fun outweighs the foibles.

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.

There have been mixed reviews of the design of the BMW M range, but I reckon this one looks pretty damn good. In fact, I've always thought this kind of hyper-aggressive styling looks better on smaller cars than it does on big ones.

And it certainly is aggressive, right? From the huge bonnet bulges to the meshed out grille and angry rear diffuser, to the staggered alloys and flared wheel arches, to the blocky rear end with its four massive exhaust exits.

But my favourite exterior item has to be the blacked-out carbon roof, which helps shrink the M2 visually, and makes the whole car look more potent.

Inside, it's plenty sporty feeling, with hard-backed sports seats, lashings of carbon-fibre-look trimmings and the bright red M buttons on the steering wheel.

It's nice, but some of the touch points – like the hard plastics on top of the doors, where, if you're like me, you rest your elbow when driving – feel less than premium.

Still, all the tech is present and accounted for, with its digital dash and huge centre screen, and there's no shortage of spaces to connect or charge your phone.

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.

The M2 pocket rocket measures just over 4.5m in length, just under 1.9m in width, and just over 1.4m in height, and it rides on a 2747mm wheelbase. That makes it longer, wider and lower than the model it replaces.

Remember that 'lower' bit, as it will come up again in a moment.

Up front, you don't feel cramped, and there's the requisite cupholders, door pockets and hiding holes, as well as wireless device charging and USB connections.

But remember, this is a two-door, four-seat affair, which cuts into the practicality a little, or a lot.

Swing open the wide front doors, and push the front seat-back forwards, and the entire chair will slide forward automatically.

It does help create more room to climb into the back, but it's still a slightly embarrassing challenge to make getting back there look anything like graceful.

Once there, it's tight. I'm 175cm and my head was firmly pressed into the roof.

You do get your own vents and temp controls, but that's about it. Even the pull-down divider only gives you access to the 390-litre boot, rather than extra cupholders.

You do get two sets of ISOFIX attachment points, though, and let's be honest –  if you're buying this to make Bunnings runs, you've probably got it wrong.

First, the bad news. The M2 has only been getting more and more expensive over the years, and this new-generation model continues that charge.

Fun fact: When we first tested this model way back in 2016, you could get the Pure grade for less than $90K with a manual transmission.

Or you could spend just under $100K for the full-fruit version. This one, though, lists at $121,700, before on-road costs.

So, a little less bang for buck, but there's still a whole lot of bang on offer here.

You'll find staggered 19- and 20-inch lightweight alloys, while standard performance kit includes an 'Active M Differential', 'Adaptive M Suspension', 'M Compound Brakes' (with blue calipers), 'M Sport Seats' up front and, for the first time, a lightweight 'M Carbon' roof.

Elsewhere, there's adaptive LED headlights, a 12.3-inch instrument display and a 14.9-inch multimedia screen, a head-up display, a Harman Kardon 'Surround Sound' audio system and Android Auto and Apple CarPlay connectivity.

You'll sit on leather seats that adjust electrically and are heated up front. There's three-zone climate control, along with a heated steering wheel, wireless device charging and ambient interior lighting.

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’...

Besides, this is what we're really here for, isn't it? The M2 gets the 'M TwinPower' 3.0-litre twin-turbo inline-six engine, producing a sizeable 338kW and 550Nm, sending that power to the rear wheels via an eight-speed auto or six-speed manual.

BMW says this engine is very, very close to the engine that powers the M3 and M4, and says it will rocket the M2 from 0-100km/h in 4.1 seconds, and to 200km/h in either 13.5 seconds in the automatic, or 14.3 seconds in the manual.

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. 

A small fly in the ointment is fuel use, with the M2 said to use 9.7L/100km on the combined cycle. It also drinks 98 RON premium, and is home to a 52-litre fuel tank. Your theoretical driving range is around 540km.

Now, be warned, you'll be bored stiff if you drive it in the way that's required to get it that low. When we were being gentle, we were somewhere between 10.5 and 11.5 litres per hundred kilometres.

Emissions are pegged a 220g/km of C02.

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.

Let's be totally up front here: the BMW M2 isn't the most comfortable vehicle to live with. In fact, I recently climbed out of the M3 Touring, and found that to be more comfortable on broken city streets.

The M2 is fitted with adaptive suspension, but even in its most comfortable settings it can feel rough, bumpy and jarring on bad roads (of which Australia has lots), and unless you're gentle with the accelerator, it can feel a little jumpy when first taking off – a by-product of its prodigious power.

Now, let's be totally up front again: I don't care. The M2 is fun, plain and simple, and for mine, the above is a fair price to pay for something that brings so much joy.

The steering is lovely, the power immediate and the soundtrack intoxicating, and it's the kind of car that's fun no matter where, how far or how fast you drive it.

In fact, fun seems to be the very centre of the M2 proposition, which definitely doesn't take itself too seriously.

For evidence, look no further than the 'M Drift Analyser', buried in a hopelessly busy multimedia system that will have you praising the CarPlay and Android Auto gods.

It will rate your best drift out of four stars, measure it for distance, and basically give you a pat on the back for doing your best hooligan impression (not on a public road, of course).

Fun, then, is the order of the day here. And I bloody love it.

The BMW M2 hasn't been assessed by ANCAP, but it arrives with six airbags, as well as all your usual traction and braking aids.

Elsewhere, you'll find lane change and lane departure warning, active cruise control, front and rear parking sensors, tyre pressure monitoring, and AEB with pedestrian detection.

There's also blind-spot monitoring, rear cross-traffic alert and lane centring assist, as well as a tyre-pressure monitoring system.

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.

The BMW M2 is covered by a five-year, unlimited kilometre warranty, and servicing is 'condition based', in that the vehicle will tell you what maintenance is required, and when.

You can prepay your service costs at the time of purchase for all BMW vehicles, covering the first five years of ownership, for $3480 (which means $695 per service).