GWM Cannon Alpha vs Gac Emzoom

What's the difference?

Chinese automotive brand GWM (aka Great Wall Motors) has been making headlines, given that in 2024 it was the first manufacturer to launch an HEV (Hybrid Electric Vehicle) ute in Australia. And in 2025 it's replaced that short-lived model with a PHEV (Plug-in Hybrid Electric Vehicle) version.

The decision to axe the original Alpha Hybrid was a no-brainer for GWM, given its PHEV successor offers not only short-haul pure-electric driving but also superior power, torque and driving range plus the enhanced ride comfort and handling of four-coil suspension.

We were recently handed the keys to the latest iteration of this lavishly-equipped 4x4 dual-cab ute to assess its workhorse credentials from a tradie’s perspective.

GAC might still be a new name to a lot of Aussie new car buyers, but the Emzoom Luxury isn’t here to quietly blend in. It’s sharply styled, keenly priced and carries just enough attitude to turn a few heads - which is a good start in a crowded small SUV segment.

It also keeps things simple. There’s just the one trim level on offer locally, and it comes in swinging against some well-established rivals like the GWM Haval Jolion Premium, Kia Seltos Sport+ and MG ZS Vibe Turbo.

But standing out on paper is one thing, backing it up with enough personality to stay interesting over time is another.