Gac Emzoom vs GWM Cannon

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 GWM Cannon XSR is a twin-locked 4WD ute that’s reasonable on-road (it’s getting better all the time) and very capable off-road.

It certainly has enough gear onboard – including front and rear diff locks, a snorkel and all-terrain tyres – to be taken seriously as a 4WD, but it could still be better and more refined in other aspects, even at this price-point.

There are some issues with the Cannon’s general driveability but ultimately it has plenty going for it, not least its appeal as an impressive value-for-money purchase.

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.

The XSR is 5439mm long (with a 3230mm wheelbase), 1958mm wide and 1893mm high. Official kerb weight is listed as 2230kg.

This is a substantial ute that resembles an amalgamation of Ford Ranger, Isuzu D-Max and Toyota HiLux.

The wide wheel track gives the XSR a squat stance and its snorkel, sports bar, bash plates, chunky all-terrain tyres and red brake calipers add to this ute’s presence.

Inside, a steering-wheel design tweak (it’s now three spokes) and refreshed dashboard layout help to give the cabin a low-key classy look and feel.

It may lack the all-around polish of something like the Ford Ranger, but the XSR’s much lower price negates that perception.

The XSR holds its own in the looks department across the dual cab ute category.

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 XSR’s five-seat interior is neat and spacious but there are parts, such as some buttons, dials and switches, that feel a bit flimsy and cheap.

Up front there are two USB ports, a wireless charging pad, a 12V plug and a deep centre console.

The new 12.3-inch touchscreen multimedia system includes wireless Apple CarPlay and Android Auto and has been improved by increments.

The front seats are power adjustable (driver’s six-way, passenger four-way) and both are comfortable without being too plush.

Second-row passengers get a firm but comfortable seat and amenities include USB charge ports, a 220V plug, air vents, and a fold-down centre armrest (with cupholders). There’s plenty of head, knee and legroom, unless you’re stuck in the middle where knee and foot room is pinched.

The second-row seat base can be folded out of the way to make room for more gear if no one’s in the back seat.

The second-row seat has top-tether points and there are ISOFIX anchors on the outboard seats.

The XSR’s load space (1520mm long, 1520mm wide and 540mm deep) has a durable tub liner, four tie-down points, as well as a pop-out step hidden in the top of the tailgate, and a step-up indent at each corner of the rear bumper.

This Cannon offers just as much all-round practicality and load-space flexibility as the likes of Isuzu D-Max, Mitsubishi Triton and Toyota HiLux.

The XSR is the top-spec variant in the Cannon line-up and as such has a price-tag of $50,990, drive-away (offered nationwide).

Standard features include 18-inch alloy wheels, a chrome sports bar, automatic LED headlights, spray-in tubliner, keyless entry, leather-accented upholstery, 12.3-inch touchscreen multimedia system (with wireless Apple CarPlay and Android Auto), a six-way power-adjustable driver's seat and four-way power-adjustable front-passenger seat, ambient lighting, a black sports bar and matt black exterior trim.

Exterior paint choices for the XSR include the standard 'Pearl White', or 'Crystal Black', 'Lunar Red', 'Stealth Grey', 'Sapphire Blue' and 'Pittsburgh Silver'.

This Cannon compares favourably to rivals such as the Isuzu D-Max, Mitsubishi Triton and Toyota HiLux, in terms of standard features offered for the price.

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 new 2.4-litre four-cylinder turbo-diesel engine produces 135kW at 3600rpm and 480Nm at 1500-2500rpm. It's tractable and well suited to the demands of 4WDing.

Don’t get me wrong, the previous-gen Cannon’s 2.0-litre four-cylinder turbo-diesel engine (120kW/400Nm) was no slouch, either. It’s just that this bigger and more powerful engine is better.

The new engine can easily muster more than enough power and torque on- and off-road when needed. However, there are enough instances of substantial lag at crucial moments – punching off the mark from a complete stop to safely merge into traffic, for example – that when compounded threaten to mar the overall driving experience.

Another thing. The automatic transmission, now a nine- rather than eight-speed, while generally okay, proves patchy in daily driving, not upshifting as slickly as it should and sometimes hunting for the sweet spot, rather than hitting it.

In terms of all-round powertrain performance, the XSR is on par with four-cylinder, turbo-diesel rivals such as the Ford Ranger 2.0L (125kW/405Nm), Isuzu D-Max 2.2L (120kW/400Nm), Mitsubishi Triton 2.4L (150kW/470Nm) and Toyota HiLux 2.8L (150kW/500Nm).

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. 

Listed fuel consumption is 8.4L/100km on a combined (urban/extra-urban) cycle, which is better than the 9.4L/100km offered by the previous 2.0-litre four-cylinder turbo-diesel engine and eight-speed auto.

I recorded on-test fuel consumption of 10L/100km which is ahead of the 11.2L/100km I recorded in a Cannon XSR with the 2.0-litre four and eight-speed.

The XSR has an 78-litre tank, so, going by my on-test fuel figure, you could reasonably expect a driving range of about 780km from a full tank of diesel.

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.

As noted above, there are some issues with the Cannon’s general driveability, but all in all it’s not atrocious. And if it’s a potential buy for you, you’ll always come back to the value-for-money rationale.

On- and off-road, the new engine has plenty of punch about it, but patchy delivery through the transmission sometimes works against it.

It’s a not a dynamic vehicle. No surprise, it’s a ute after all. But that point has to be made here because some people still drive these vehicles expecting sports car-like ride and handling.

The good news is the XSR’s touchy throttle and too-loose steering of days gone by have been mostly sorted out. But its thrashy transmission, stiff ride and unwieldy 13.7m turning circle remain.

Its bigger engine doesn’t carry over the previous-gen’s underdone feeling when pushed hard and it has a relaxed feel when you’re cruising along on the highway.

Some concerns have been raised over the years about driver-assist tech in Chinese-built vehicles. To the company’s credit, GWM seems to have addressed those issues… at least to some extent.

Suffice it to say, I’ve experienced a few tricky situations as a result of driver-assist tech in GWM vehicles. From annoyingly intrusive traffic sign recognition and jarring adaptive cruise control through to one particularly hair-raising AEB-related incident. (For more, read my yarn)

Overall, the XSR remains okay on sealed surfaces, but it’s not as refined or compliant as it could or should be.

As for off-roading…

On dirt tracks the XSR is jittery over corrugations and tends to thump through deeper potholes. Otherwise it is reasonably composed.

But with twin differential locks, decent underbody protection and Cooper Discoverer AT3 all-terrain tyres, this Cannon handles low-range 4WDing with ease.

The new bigger engine delivers on promised grunt in the dirt, giving the Cannon plenty of punch when the going gets tough.

Ground clearance of 228mm, wading depth of 700mm and off-road angles of 30 degrees (approach) and 26 degrees (departure; rampover is not listed) don’t hurt its 4WDing potential, either.

Off-road traction control and other driver-assist systems including hill descent control are adequate without being as smooth as the equivalent systems in more expensive vehicles.

It has 'Crawl Mode' (allowing for no-pedal, low-speed driving) and 'Turn Assist' (which brakes the XSR’s inside rear wheel to reduce the ute’s turning circle on traction-compromised surfaces).

While 4WDing, swapping between high- and low-range, changing off-road modes or switching diff locks on or off has been at times a clunky process, with the transition taking on a feeling not unlike shunting trains. No big deal, I reckon, but worth mentioning.

Wheel travel is adequate and this ute’s Cooper Discoverer AT3 all-terrain tyres perform well in the dirt and mud.

The Cannon XSR has towing capacities of 750kg (unbraked trailer) and 3000kg (braked).

All in all, off-roading is the one area in which the Cannon eclipses something like the BYD Shark 6 or Kia Tasman and matches, if not bests the Ford Ranger.

All GWM Cannons, except the 'untested' XSR, have had the maximum five-star ANCAP safety rating since 2021.

Standard safety gear on the XSR includes seven airbags (dual front, front centre, front side and full-length side curtain), AEB (with cyclist and pedestrian detection), adaptive cruise control, blind-spot monitoring, lane-departure warning, traffic sign recognition, rear parking sensors, a 360-degree camera and tyre-pressure monitoring.

The top-spec XSR misses out on emergency lane keeping, rear collision warning, blind spot monitor, lane change assist, and rear cross traffic alert (with braking).

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 XSR is covered by a seven-year/unlimited km warranty and five years of free roadside assistance.

The first service is scheduled at the 12 month/10,000km mark, then services are scheduled for every 12 months or 15,000km.

Capped price servicing is available and for a Cannon with a warranty start date on or after January 1, 2026, the costs are $365, $470, $515, $520, and $685 per service. That’s a total of $2555 (and an average of $511 per workshop visit), which is more expensive than some of the Cannon’s rivals on the market.