Toyota Fortuner vs Gac Emzoom

What's the difference?

The Toyota Fortuner is a family friendly wagon and a very capable 4WD, but it’s looking and feeling decidedly old, especially when cross-shopped against the current highly competitive 4WD wagon market in which vehicles are increasingly stylish, sophisticated and packed with driver-assist tech (that isn't clunky) and standard features (that are extensive).

The Fortuner is practical and easy to live with as a daily driver, and in GXL spec it makes a lot of sense as a functional not flashy off-road tourer, but it’s far from the best family 4WD wagon around.

Until a next-generation Fortuner possibly arrives, there are plenty of Toyota fans who’d happily settle for a current Fortuner – if they haven’t already.

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 GXL is 4795mm long with a 2745mm wheelbase. It is 1855mm wide, 1835mm high and has a listed kerb weight of 2185kg. It has a 11.6m turning circle.

Not a lot has changed in terms of the Fortuner’s looks over the years and while it stubbornly retains that pleasingly non-offensive exterior of most modern SUVs, it does manage to not be totally bland.

The GXL is a body-on-frame 4WD based the HiLux, so it’s no sports car in appearance whether you gaze at it from the front, side, rear or from a bird’s eye view, but it doesn’t look like a block of rotten wood, so unless you’re looks-obsessed, then you should be okay driving this around.

The Fortuner interior is looking dated and the standard dark grey fabric cloth seats, though well-suited to coping with day-to-day messes and spills, don’t do the cabin any favours either, and – you know what? – I don’t mind any of it. Note our test vehicle on this occasion had black leather-accented seats as part of its GXL Option Pack, but I've spent time in cloth-seat Fortuners.

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 Fortuner’s cabin has a comfortably familiar feel to it and, thankfully, this interior is all about function not fashion.

It’s a practical space, with standard cloth seats (as mentioned our test vehicle has the Option Pack leather-accented seats, but I’ve spent enough drive time in Fortuners with cloth seats to know how those cope with the mess and dirt of everyday life), carpet floors with rubber mats, and durable plastic surfaces everywhere.

Up front, there’s an 8.0-inch multimedia screen (too small, not clear and bright enough) and that system has USB-connected Apple CarPlay and Android Auto (no wireless anything), and a 4.2-inch colour driver’s display, which is too small, too basic and part of an outdated mix of analogue and not-new-enough digital instrumentation.

There are the usual storage spaces – including a glovebox, a centre console, a tray for your smartphone, pop-out cup-holders on the outboard edges of the dash – and a USB port and a 12V socket for charging purposes.

The Fortuner’s three rows are in a 2-3-2 seat configuration. The 60/40 split-fold second-row seat has a one-touch, tumble feature. The 50/50 third-row seats are able to be stowed away, sort of. When folded to each side they protrude into the load space, reducing the size of what would otherwise be a more useable cargo area.

It’s reasonably comfortable in the second row; I sat behind my driving position and I had adequate head and knee room.

The second row has cup holders in the fold-down armrest, ceiling-mounted controls for the aircon, and two ISOFIX and three top-tether anchor points.

All three rows get aircon – with ceiling-mounted vents – and there are a few storage spaces in the third row, but no cup-holders. 

In terms of comfort, it’s ordinary back here; the seats are flat and unsupportive – and, for anyone other than children, the space is tight. 

Boot space is listed as 200 litres with the third-row seats in use, and in that area there are cargo hooks and a 12V socket.

Stow away the third-row and cargo space increases to 716 litres. But the seats still jut into the cargo area, greatly reducing your actual useable load space, and they also obscure a lot of driver vision to the rear.

With the second and third rows out of the way you have a listed 1080L of cargo area.

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.

Every Fortuner in the line-up has a 2.8-litre four-cylinder turbo-diesel engine – producing 150kW and 500Nm – and that’s matched to a six-speed automatic transmission.

In terms of performance, the Fortuner is not going to set any hearts a-flutter: it’s sluggish off the mark, it takes a heavy right boot to make it feel like anything other than lacklustre on the move, and the six-speed auto downshifts quite harshly at times, especially when going up or down long, gradual inclines on the highway.

However, the 4WD set-up is effective, with adequate low-range gearing, a quietly efficient (but a tad clunky) off-road traction control system, and a rear diff lock.

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 Fortuner has official fuel consumption of 7.6L/100km.

On this test I recorded 9.6L/100km.

Going by my on-test fuel figure, you could reasonably expect a driving range of about 833km from this Fortuner’s full 80-litre tank.

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. 

On-road, the Fortuner offers up a pretty standard driving experience for a ute-based wagon. It’s on the HiLux ladder-frame chassis, and it has a firm ride, bordering on harsh. Having said that, you do get used to it soon enough and the Fortuner's coil-spring suspension set-up takes most of the sting out of surface irregularities, except for the more severe dips and bumps.

The Fortuner’s driving position offers plenty of visibility – although the A-pillars are bulky and the third-row seats block vision to the rear when they’re folded up to the sides of the cabin.

This 4WD wagon is generally quiet, although there’s noticeable wind-rush noise around the wing mirrors and engine noise builds to a diesel shriek when you use a heavy right boot as is regularly required.

Steering – reach- and rake-adjustable – is adequately light and sharp, and the Fortuner, with its 11.6m turning circle, is reasonably nimble in suburban areas.

Acceleration, from a standing-start or for overtaking, is laggy but available power and torque come in handy during general driving, making the Fortuner more agreeable all-round than previous versions.

The six-speed auto is generally right for the job, but it downshifts harshly, especially when going up or down long, gradually sloping highway stretches. That happens enough for it to be on the wrong side of annoying.

Some aspects of the Fortuner’s driver-assist tech is annoying: active cruise control is too abrupt and pre-emptive, consistently miscalculating the space between the Fortuner and the vehicle in front as accurately as most of its rivals. This clunky application of tech to real-world scenarios works against the Fortuner. 

While driving a lightly corrugated and rutted dirt track o the way to our set-piece off-road tests, the Fortuner’s ladder-frame chassis yielded a stiff, firm ride, bashing and bouncing over any and all surface imperfections. Airing down the Yokohama Geolandar ATs (265/65R17) from 38 psi (pounds per square inch) to 26 psi takes some sting out of the ride.

The Fortuner is a very capable 4WD with standard off-road measurements, including ground clearance (216mm), approach angle (29 degrees), departure angle (25 degrees) and rampover angle (23.5 degrees). It has a listed wading depth of 700mm.

The Fortuner’s switchable part-time 4WD system has two-wheel drive (H2), and high- (H4) and low-range (L4) four-wheel drive. There’s ample low-end torque on offer – on tap across a broad rev range – for controlled low-speed 4WDing and the unfussed turbo-diesel engine keeps the Fortuner ticking along, without any hassle. 

Engine braking is good, keeping the Fortuner to a sustained and composed momentum on downhill runs.

The off-road traction control system is an effective set-up, limiting wheel-spin and sending much-needed torque to the tyres with some useable traction, with the aim to keep the vehicle moving along at a safe, controlled pace.

Besides that, the driver always has the option of engaging the rear diff lock for more traction action.

Wheel travel is decent for a wagon like this and if you can get the full suspension flex, and drop any mid-air tyres to the dirt for more traction, chances are you’ll be able to get moving along safely soon enough.

So, the mechanicals are fine – its 4WD set-up is very effective – but the Fortuner doesn’t have a whole lot of ground clearance (a claimed 216mm, standard for a contemporary 4WD wagon) and the side steps are prone to hitting on the edges of steep and deep ruts, but those factors are easily overcome through considered driving and tyres that are better suited to off-roading. 

The standard Yokohama Geolandar AT tyres are somewhat of a flaw in the Fortuner’s off-roading set-up. Sure, they’re technically all-terrains, but I reckon a better bet for you – if you’re planning to drive anything beyond formed trails – is to invest in a set of more aggressive all-terrains with greater sidewall bite. 

If you’re planning to use your Fortuner to tow anything, keep in mind that it has a 750kg unbraked towing capacity and 3100kg braked towing capacity. Remember: to be on the safe side, avoid going loading up to anywhere near those capacity figures.

Payload is 615kg (easily reached when you factor in people, pets, camping gear and more), gross vehicle is (GVM) is 2800kg, and gross combined mass (GCM) is 5900kg.

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.

A five-year/unlimited kilometre warranty covers the Fortuner, which is par for the course these days.

If you stick to the relatively short servicing schedule – six months or 10,000km with at authorised dealerships – Toyota says it will cover the engine and driveline for up to seven years. All warranty elements are subject to terms and conditions, so make sure you’re fully aware of those.

Capped-price servicing applies and, for our test vehicle, it was $290 per appointment for the first five, then $377.38, $813.93, $572.55, $478.93 and $377.38.

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.