Gac Emzoom vs Citroen C3

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.

The Citroen C3’s plus column contains some big ticket items like a solid standard equipment list, design flair, generous interior space, an eager engine, good safety and a comfy suspension. However, the minus side of the ledger isn’t exactly empty, with entries like steep price, marginal perceived quality, poor cabin storage, sub-par refinement, okay economy, and high ownership costs. 

But there’s no doubt this car delivers a different, adventurous take on the city-sized hatch, and for you, that alone may count for more than any of those things. 

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.

If Citroen is known for anything it’s daring, innovative design. From the idiosyncratic 2CV, via the sleek DS, to the ultra-cool SM, and angular BX, Citroen boasts a 100-plus year back-catalogue of stunning automotive breakthroughs.

And true to form, the C3 sits left-of-centre with a determined, almost angry expression defined by chrome borders extending from its signature ‘double chevron’ logo above the grille.

A mix of carefully radiused curves, soft organic shapes and whimsical decoration define the rest of this SUV-ish hatch. Rounded rectangles and squares (squircles?) are a recurring theme, forming part of a dent-resistant panel along the car’s flanks and embossed into the door cards inside.

Our white test example sported a (no-cost) contrast red roof colour, the same shade picking out details like the front fog light surrounds, exterior mirror caps and side scuff panels. 

The interior is less bold with a multi-tone grey colour palette broken up by light green contrast stitching on the seats, as well as piano black finish on the centre console and satin chrome highlights around the air vents, instrument panel and door handles.

Plus, the squircle still makes its presence felt in everything from the directional air vents to the speaker grilles and sections of the dash.

Functionality and ergonomics are good with sensible touches like a physical knob for audio volume control (big tick) as well as easy-to-navigate controls for audio, phone and more on the steering wheel.

An unexpected highlight, and regular talking point with people in the car during my week with it, is what Citroen calls ‘Luggage-inspired’ front interior door handles. 

Check out the interior photos. The straps look amazing, are easy to use, and remind me of the handle on my mum’s circa-1965 Olympia portable typewriter.  

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.

At a fraction under 4.0m long, just over 1.8m wide, and close to 1.5m tall, the C3 is a small hatch that, in terms of practicality, does well in some areas and could do better in others.

On the plus side, there’s plenty of space for the driver and front seat passenger, and rear room is surprisingly generous. Sitting behind the driver’s seat, set for my 183cm position, I had more than adequate head, leg and knee room.

Three full-size adults across the rear is a short-journey proposition only, but a trio of up to mid-teenage kids will be fine.

The space-efficiency carries over to the boot, with 300 litres of volume available (below the parcel shelf) with the 60/40 split-folding rear seat upright. But beyond that number, the space has been carefully sculpted to maximise usability.

We managed to fit our three-piece (36L, 95L, 124L) luggage set in there, with a small cheat of removing the divider, and could swap them out for the bulky CarsGuide pram, with room to spare. Fold the rear backrest down and available space increases to an impressive 922 litres.

The downside is storage and concessions to comfort elsewhere in the car. As in, a lack of them.

For a start, the dual cupholders in the front centre console confirm the French’s affection for Espresso. You’ll struggle to locate an average size take-away coffee cup in one of those dainty receptacles.

The front door bins are long but relatively narrow, and lack a designated spot to hold bottles upright, so I found myself laying drink bottles horizontally along them, which is awkward.

Plus, there’s no lidded storage box between the front seats, so no centre armrest, either. Rather an open tray behind the handbrake lever.

The glove box is modest, there’s a small open cubby below the central multimedia screen that isn’t big enough to hold a phone, there’s just one USB-A port for connectivity/power and a single 12V outlet.

No fold-down centre armrest in the rear, either. There are map pockets on the front seat backs, a single (again, small) cupholder at the end of the front centre console for back-seaters to share, and while rear door pockets are welcome, they’re petite.

Yes, the boot is commodious, but it lacks tie-down anchors to secure loose loads, and the flimsy carpet in there is prone to moving around.

On a more positive note, the spare is a 15-inch space-saver, which is streets ahead of the all-too common inflator/repair kit.

The Citroen C3 is offered in a single Shine grade, and lines up against a slew of similarly city-sized hatches from China, Europe, Japan and South Korea. Think Kia Rio, Mazda2, MG3, Suzuki Swift, Toyota Yaris, and VW Polo. 

But when it comes to its price - $32,267, before on-road costs - you’re looking at primo competitors only, like the Suzuki Swift Sport Turbo ($30,990), Toyota Yaris ZR Hybrid ($32,200), and VW Polo Style ($31,250).

And to tempt you away from those more mainstream options, Citroen loads up the C3 with a solid list of standard equipment.

Aside from the safety tech covered later in the review, this small hatch features keyless entry and start, cruise control, a 10-inch colour multimedia touchscreen (with voice recognition across multiple functions), climate control air, a leather-trimmed steering wheel, six-speaker audio (with digital radio as well as Bluetooth, Apple CarPlay and Android Auto connectivity), built-in sat nav, LED headlights and daytime running lights, rain-sensing wipers, and 16-inch alloy wheels. 

Not too shabby, but bear in mind, as is often the case in this class, the trim is cloth, the front seats adjust manually and the instruments are conventional analogue. 

At this point, it’s important to mention ‘perceived quality’, a term used in various industries to describe the look, touch and feel of a product. And it’s here that the C3 suffers. 

Open the tailgate, look to the pillar on the right-hand side of the rear windscreen (from the inside) and you’re confronted with more than half a dozen spot weld craters that have creased the sheet metal to varying degrees. Not to mention a crude fold of the outside panel onto this interior piece. Perfectly functional, but not a good look.

The elastic cords suspending the cargo divider at the top of the boot space feel as insubstantial as the thin metal hooks they’re attached to, and the finisher matt sitting on top of the engine looks like it won’t stand the test of time. 

There are other examples, but suffice it to say, the overall feel is not in the same league as this car’s main competitors.

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 Citroen C3 is powered by a small-capacity (1.2-litre), turbo-petrol, three-cylinder engine, driving the front wheels through a six-speed automatic transmission. 

This little unit punches well above its weight thanks to tech like direct injection, and dual variable valve timing to enhance pulling power. The lightweight (all-alloy) unit produces 81kW of power at 5500rpm and a substantial 205Nm of torque at just 1500rpm.

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. 

Citroen’s official fuel economy number for the combined (ADR 81/02 - urban, extra-urban) cycle is 5.2L/100km, the 1.2-litre three-cylinder emitting a modest 118g/km of CO2 in the process.

Our time with the car included mainly city and suburban trips, with some freeway running thrown in, and the result was a (dash-indicated) average of 8.0L/100km. Not exactly miserly, and points to the turbo triple having to work pretty hard to keep up around town.

Minimum fuel recommendation is the relatively pricey 95 RON premium unleaded, but you’ll need just 45 litres of it to fill the tank. Using the official consumption figure, that translates to a range of 865km, dropping to around 560km using our real-world number.

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.

The C3’s compact footprint and relatively light weight (1090kg) make it an urban-friendly option and outputs from the 1.2-litre turbo-petrol engine are exceptional.

Maximum torque of 205 Nm is plenty of pulling power from such a tiny unit, and with that number arriving at just 1500rpm it should be ideally suited to stop-start traffic. 

And yes, with enthusiast use of the right pedal the C3 gets up and goes pretty well, but refinement isn’t its strongest suit. 

The throttle can be jumpy unless you’re super smooth with it, the three-cylinder engine’s typically coarse note makes its presence felt under load, and the brakes need to be dealt with gently to avoid an overly aggressive stop.

Sure, familiarity and practice will help you get in tune with the car but it’s not a smooth ‘plug-and-play’ drive like the majority of its competitors.

That said, in true Citroen fashion, steering feel is good, the front seats are as comfortable as they are supportive, while the suspension manages to blend plush compliance with excellent dynamic response. Another Citroen hallmark.

The six-speed auto shifts smoothly, with a press of the Sport button encouraging it to shift up later and down earlier for a more urgent response. But the zig-zag (my term, not Citroen’s) shift pattern makes for an awkward shuffle between D, N and R when parking. No doubt you’d get used to it, but I’m not a fan.

Speaking of parking, the C3's diminutive size makes it easy to slot into even tight spots, the standard front and rear proximity sensors, as well as a decent resolution reversing camera helping out, too.

The Citroen C3 scores four out of five ANCAP stars courtesy of testing dating back to 2017.

The sticking point was a sub-par result in Pedestrian Protection, one of the independent safety body’s four main assessment areas (beside Adult Occupant Protection, Child Occupant Protection, and Safety Assist).

Specifically, potential pedestrian head injuries resulting from contact with the base of the windscreen and “stiff” windscreen pillars.

But Citroen hasn’t left the C3 standing still with active (crash-avoidance) tech fitted to the current model including the usual suspects like stability and traction controls as well as more sophisticated systems like ‘Autonomous Emergency Braking’ (AEB), forward collision warning, blind-spot monitoring, lane departure warning, ‘Driver Attention Alert’, a reversing camera (with zoom function), and tyre pressure monitoring. 

That said, although there are parking sensors front and rear, there’s no cross-traffic alert (front or rear), no adaptive functionality on the cruise control, and no lane change assist. Arguably unrealistic to suggest all of these should be included at this price point but it’s worth noting not all boxes are ticked.

If a crash is unavoidable there are six airbags on-board (driver and front passenger front and side, plus full-length side curtain). The hazard lights automatically activate when emergency braking force is applied, but multi-collision brake, which reduces the chances of further impacts after an initial crash, is missing-in-action.

There are three top tethers for child seats or baby capsules across the back seat, with ISOFIX anchor points in the two outer rear positions. 

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.

Citroen covers the C3 with a five year/unlimited km warranty, which is cost-of-entry now in the mainstream market, and roadside assistance is included for the duration.

Service is scheduled for 12 month/15,000km intervals, with costs capped for the first five workshop visits. The average annual figure over that period is $505, which is way more than double the $205 you’ll pay annually for servicing a Toyota Yaris ZR Hybrid. Sacre bleu!