2024 was a year chock-full of compact sports utility vehicle (SUV) launches that some models were bound to fly under the radar.

And it was one thing to be a compact SUV, but it didn't help that if that model was part of a China brand launch.

So many came in the same year that the stacked line-up drowned any model (or brand) that didn't have that something special going on for it.

One of them in our book was GAC alongside its premier model and to no fault of their own too. 

Against the fierce competition the GS3 EmZoom is a one-of-a-kind model with the right footing to stand its ground.

The battleground for it to truly rise to the occasion however, is that it has to win over the faith of its consumers and their expectations. 

Knight Mobile

The GS3 EmZoom is available in three variants: Standard, Exclusive, and Premium R. All of them are now locally assembled (CKD) with the initial launch having both the Exclusive and Premium R available as imports (CBU).

All three are front wheel drive (FWD) packing a 1.5-litre four-cylinder turbocharged gasoline engine paired to a seven-speed wet dual-clutch transmission.

Its rated maximum performance is 177PS at 5,500rpm and 270Nm of torque at 4,500rpm. This translates to a 0-100km/h acceleration time of 8.0 seconds and an average fuel consumption that meets the Energy Efficient Vehicle (EEV) standards at 5.9 litres per 100km (NEDC cycle).

The compact SUV model is said to boast one of the longest wheelbase in the compact SUV segment at 2,650mm. It has a 341-litre cargo trunk that is expandable to 1,271 litres with the rear seats folded down.

All of them measures at 1,850mm wide and 1,600mm tall, though the Premium R variant has an increased overall length of 4,446mm compared from the lower two variant's 4,410mm due to the additionally equipped R Style Sport Package and R-Style Sport Exhaust.

Most distinct to the model are its design elements that include an iconic mecha wing grille, laser eye split LED lights, light dart tail lights, an aggressive ducktail-style rear spoiler, electric hidden door handles, dual-tone interior, a crystal shift gear selector and 18-inch alloy wheels.

Interior is finished in a blue and black two-tone interior trim with leatherette seats, leather-wrapped multi-function steering wheel and a signature crystal electronic gear shift.

Other standard features includes: GAC’s signature crystal electronic gear shift, multifunction steering wheel with four-way tilt and telescopic adjustment, 10.25-inch touchscreen infotainment system with wireless Apple CarPlay and Android phone mirroring, electronic parking brake with auto hold, and Blind Spot Vision (BSV).

As previously highlighted exclusive to the Premium R is the R-Style Sport Package and R-Style Exhaust. The variant also gets the added luxury of automatic headlight, High Beam Assist, Fusion Automatic Parking Assist, six-way power adjustment for the driver seat, multi-colour ambient lighting, wireless smartphone charger, hands-free power tailgate and a panoramic sunroof.

Standard safety for all variants feature front and side airbags, front and rear disc brakes, hill hold control, electronic stability program and blind spot vision.

Advanced Driver Assistance Systems (ADAS) that is enabled up to Level 2 autonomous driving. The suite includes cruise control, Automatic Emergency Braking, Front Collision Warning, Traffic Sign Recognition System, Lane Departure Warning and Intelligent Speed Limit Control. Exclusive to the Premium R are High Beam Assist and Fusion Automatic Parking Assist.

The Standard is offered in Frost White and Asphalt Black options while the Exclusive adds Salt Lake Blue and Superstar Silver. All of these colours are available for the Premium R, which also features an exclusive Graphite Grey colour with a sporty orange exterior trim. 

Asphalt Black and Graphite Grey are exclusive to the locally-assembled GS3 EmZoom — these colours are currently not offered anywhere else outside the Malaysian market.

Prices for the GS3 EmZoom start at RM103,800 for the Standard, RM116,800 for the Exclusive, while the range-topping Premium R goes for RM126,800 - prices are on-the-road without insurance, applicable to West Malaysia only.

All variants comes with a five-year, 150,000-km warranty.

Sword and Shield

In theory, most brands do their utmost to highlight their model's strengths through their design.

A sporty look tries as much to accentuate the performance-centric model's quality and so forth. The GS3 EmZoom is what we call a contrarian or a rebel.

Starting with that aggressive frontage. GAC has said the looks of the GS3 EmZoom was 'anime mecha' (or Japanese robot animation) inspired and that certainly delivers.

Anime fans will note that the Premium R variant is a cross between the Eva-01's colour scheme from Evangelion and the Mazinger Z's mouth grille. 

Equally fine if that information means nothing to you. All you have to know, which is obvious from the onset, is how fierce the SUV looks.

Easily the fiercest looking model in the present market too. Paired with the sporty body and sharp-ridge coupe rear the knight-looking model gives off a menacing vibe like no other.

The interior equally looks and feels just as busy to give you that on-the-go impression. Even the grater speaker design by the A-pillar could actually hurt you if you ran your hands through its surface. Such a beast.

Until you drive the GS3 EmZoom and it becomes more of a noble steed, coming across as one of those moments where you should never judge a book solely on its cover.

To our surprise the vehicle is very stable and smooth which is a total inverse from what it looks like.

The drive experience was more joyride than speed demon. That is to say acceleration power is decent but there's nothing too crazy if you're anticipating something fast and furious.

Verdict

If you're looking for something special in the market at a very reasonable price just a tinge north of the RM100,000 mark then look no further.

Better yet, let us raise the stakes by claiming that the GS3 EmZoom is a rarity regardless of price range.

It is not often that we come across a model that gives out so much contrast in delivery. You've got a very edgy exterior paired to a mostly domesticated drive.

Another way to look at it is akin to a mostly comfortable, even cozy, vehicle to be in once you peel away at its steely armour.

This circles back to customer faith. The lesser known element of the GS3 EmZoom is all but lost if there's no curiosity from the public. 

Because there's no real way to truly capture this juxtaposition unless you've taken the vehicle for a test drive. 

The experience can go either way but mostly wasted if not savoured even once.

It is an odd duality to have something so aggressive on the outside yet so calm at heart. Kind of like a chivalrous knight.