By Aurelia Mbokazi-Kashe
I can’t say it was love at first sight! In fact, I was leaning towards the opposite. When I saw the picture of the EMKOO on the invitation, the sci-fi-looking grille didn’t convince me that it was something I’d like. Having had no prior interaction with the brand, due to its newness in the country, I was sceptical. Aside from the positive reviews of the EMZOOM, which had launched just a month earlier, there were few reference points for GAC, particularly its aim to bring affordable luxury motoring to South Africa’s roads.
On a cold Friday morning, I set out for the Cradle of Humankind, about a 40-minute drive from home. It’s a route I enjoy, especially when visiting friends who have embraced the rural side of Gauteng. I always look forward to the open spaces and natural beauty, just a stone’s throw from the urban jungle. On these drives, I usually listen to podcasts or drive in silence, letting my thoughts be the soundtrack. But on this day, I wasn’t in the mood for deep reflection, so I let 5FM’s morning party mix set the tone for the day.
Meeting EMKOO
My first sight of the EMKOO in person was at the parking lot of the picturesque Cradle Boutique Hotel, surrounded by nature that stretched as far as the eye could see. Surprisingly, the models lined up on the dirt parking lot didn’t feel out of place. In fact, the imposing grille seemed to blend in with the environment. Everything seemed to come together seamlessly as if telling a story. By the time I headed inside for breakfast before the presentation, I knew I liked the EMKOO—but it wasn’t love just yet.
GAC EMKOO at a glance
During the business presentation, we learned that Guangzhou Automobile Group is the 5th largest in China and that the EMKOO comes in two variants – the Executive and Executive-Plus. It features a 1.5-litre turbocharged petrol engine, with a 7-speed dual-clutch transmission. The interior is designed to resemble an aircraft’s cockpit, equipped with advanced technology, a panoramic sunroof with electric sunshades, and hundreds of LED lights, among the many things shared.
These presentations are valuable, providing detailed information about the car before the test drive and helping to build anticipation. Journalists often delay the fun part by asking a series of questions, but thankfully, this time no one did. We were all eager to see if the EMKOO lived up to the promises made during the presentation.
The drive
We couldn’t miss the athletic design, especially along the sides, and the sleek, hidden electric door handles that added a premium touch. First impressions – tick. After exchanging pleasantries with my co-driver, we began xploring and admiring the vehicle, from the leather seats to the beautiful finishes. The interior design is minimalistic, with just enough touchpoints to keep you engaged.
As with many modern vehicles boasting new technologies, there are always some mysteries, and you find yourself wondering if they were designed for “ama2000.“
This moment came when we struggled to locate the air conditioner switch. Despite our efforts, it was nowhere to be found, and we were left sweating from both the heat and nervousness. Eventually, we discovered the button hidden in plain sight, and had a good laugh about it.
On the road, the EMKOO delivered a smooth ride, with responsive acceleration when needed. The cabin was quiet, and when we cranked up the sound system, it provided excellent acoustics, ticking that box too. I appreciated the bold Head-Up Display, which was so clear that exceeding the speed limit wasn’t an option.
GAC team arranged a long drive that took us through Gauteng and North West provinces, clearly confident we’d enjoy the car for an extended trip—and they were right. My co-driver and I were chatting so much that we missed a turn, adding an extra 20 km to the journey. It was that enjoyable. At this point, I was almost in love with the EMKOO, though I still couldn’t warm up to the rear design.
Price: R599 900