Mini Countryman vs Gac Emzoom

What's the difference?

The new Mini Countryman John Cooper Works in Favoured trim offers everything you’d expect it to - the iconic Mini styling, a powerful driving performance and a well-equipped cabin. It’s a wonderfully quick urban dweller that you can park anywhere but is just as happy on the open-road. For me, this is pure fun and offers more personality than a lot of its rivals.

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.

It's a case of the 'not-so-mini' when it comes to the new Countryman because it now stands at 4447mm in length, 1843mm in width and 1645mm in height. That's 170mm longer and 21mm wider than the previous generation!

But the Countryman still has all of the fun styling you’d expect in a Mini and it’s that iconic styling that sets this car apart from its rivals. It knows its fun and isn't afraid to show it.

Our Mini Countryman gets JCW badging across the body of the car, including its wheels but it's the chequered flag motif across the grille that reminds you what’s under the bonnet.

Unfortunately, our test model is finished in the rather boring 'Midnight Black II' but the range of colours and customisations available on the Countryman will help make it feel like your own.

Head inside and there's a hefty mix of materials in the cabin space. You’ve got a thick and rough-textured weave/knit across the dash, doors and tops of the sports seats but that’s then mixed with a black synthetic upholstery and plastics everywhere else.

The red stitching and accents won’t land with everyone but it certainly creates a fun atmosphere.

There are some lovely design highlights with rose gold metal accents in the door handles and air vents. A panoramic sunroof adds some much needed airiness and I adore the way you still get a ‘turn-key’ experience despite having keyless start with the starter knob.

The round media screen isn't as well-integrated as before but it looks gorgeous and the different drive modes give you a range of colours to further customise the cabin.

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 cabin of the Mini Countryman doesn't feel like it belongs in a small SUV. The legroom is still best up front but the second row offers more than enough space for taller adults. It will be most comfortable for four rather than five adults, though.

The electric front seats have large side bolstering and decent padding but they are on the firmer side. You get a little bit of fatigue on a longer trip but around town they’re great and the massage function on the driver's seat is strong.

The rear seat is even firmer than the front and set like a stadium seat, so it won't be as comfy for adults on a longer trip. The fold-down armrest adds some bolstering.

While the storage looks a little odd at first, all of the cubbies are quite functional. There's a lot of them, too, and the dual shelves underneath the starter-knob are particularly handy for your larger 'small' items, like phones and sunnies case. This is where the wireless charging pad is, too.

The glove box can fit a manual and the little centre console is kind of adorable but still fit all of my keys and wallet.

The sliding armrest is a nice touch and there's a couple of USB-C ports underneath it. There are two large cupholders, two drink holders and small storage bins in the doors.

In the rear you get a drink bottle holder in each door, two map pockets, two USB-C ports and two cupholders.

The circular multimedia screen looks great and once you get used to how the menus are accessed and the little shortcuts, it’s a fairly simple system to use while on the go.

The touchscreen is fairly responsive but you'll need to do wide swipes across to switch the menu screens.

I’m not a massive fan of having to access a screen for most of your functions but do like the way climate control remains on the screen at all times and it's just the fan function that needs a couple of extra toggles.

The multimedia system is run by Android Automotive and has wired and wireless phone mirroring. The Apple CarPlay maintained a steady connection this week with my iPhone 15 Pro Max and the built-in sat nav is easy to use.

Rounding out the interior is the large 505L boot and if you want more storage options, the back row has a 40/20/40 split-fold.

The loading space has a small lip, and a handy storage compartment underneath the floor which holds the tyre repair kit and other items you don’t want rolling around. JCWs get a hands-free powered tailgate, which is always handy after a big shopping trip.

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.

GAC has kept it simple and offers the Emzoom in a single model grade - Luxury - which is priced from $25,590 plus on-road costs. Even at roughly $28,000 on-road, the Emzoom is among the dozen or so cheapest new cars in Australia, and certainly one of the most affordable SUVs of this size.

GAC didn’t skimp on equipment to achieve that price too, with such luxuries as a panoramic sunroof and power tailgate included, along with 18-inch alloy wheels, LED lights and dual-zone climate control.

Other equipment includes wireless phone charging, wireless Apple CarPlay and Android Auto, Bluetooth and a six-speaker sound system.

The JCW Countryman is an all-wheel-drive with a seven-speed dual-clutch auto transmission. It has a 2.0-litre, four-cylinder, turbo-petrol engine that produces up to 233kW of power and 400Nm of torque. This model has a 0-100km/h sprint time of just 5.4-seconds!

There are eight drive 'experience' modes you can choose from, comprising 'Core', 'Green', 'Go Kart' (very fun), 'Personal', 'Timeless', 'Vivid', 'Balance' and 'Trail'.

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’...

For a performance SUV, the JCW Favoured has a lowish official combined (urban/extra-urban) fuel cycle figure of just 7.7L/100km and a large 54L fuel tank, giving you a theoretical driving range of up to 701km, which isn’t bad for such a little go-getter.

After doing a few bigger road trips this week, plus a long weekend in the city, my real-world usage has popped out at 7.9L/100km, which is excellent but expect it to be higher if you only do city driving.

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. 

Even if you don’t love the design, the power and performance of the turbo-petrol engine will win you over. It’s just pure unadulterated fun on the open road and in the city. You get a total hot-hatch experience, despite the Countryman being an SUV. 

The adaptive suspension feels a little stiff when you’re going over uneven road surfaces at higher speeds and road noise also creeps in, but around town this is a comfortable ride. 

Visibility is great, even in heavy rain with a child's car seat installed in the rear (we had a mix of weather on test). Thanks in no small part to the all-wheel drive system it felt sure-footed in the wet and I felt confident this car would do everything I asked of it.

The firm steering makes for a nimble on-road experience no matter the situation and you have gear-shifting paddles on the steering wheel.

There’s also a 'Boost' mode that wrangles the top performance out of the suspension, steering and engine for when you want more control.

You can park the Countryman just about anywhere and the 360-degree camera view system is excellent quality. It’s easy to park, even in small, tight car parks.

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.

Thankfully, GAC didn’t cut too many corners on safety. There’s airbag coverage for all outboard occupants and a 360-degree parking camera system as well as a decent amount of driver assistance features for a sub-$30k SUV.

It must be noted that there is no ANCAP or Euro NCAP score, but the Emzoom comes with autonomous emergency braking (AEB), forward collision warning, lane keeping assist, lane departure warning, high beam assist and adaptive cruise control.

However, that's the extent of the list, so it doesn't have the comprehensive list of active safety systems that its rivals can claim.

The Countryman is offered with a five-year/unlimited km warranty which is pretty standard fare for a Euro model. You can pre-purchase a five year or up to 80,000km servicing plan for $2250, which is very competitive for the class.

Servicing intervals are condition based, so your Mini will tell you when it needs to visit the workshop.

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.