With its launch in August after announcing its surprise arrival seven months before, GAC importer, Salvador Caetano, opted for a different methodology than any current Chinese brand. Against the Chinese norm While still about value, the Portuguese firm opted to pitch the brand, whose abbreviation stands for Guangzhou Automobile Group, as a premium offering rather than simply cramming it full of tech at a price undercutting most South Korean, Indian and Japanese brands. ALSO READ: GAC Emkoo is anything but just another cheap Chinese import A decision viewed with some content for risking its market presence and the brand from the start, the conglomerate is unlikely to change its mind anytime soon as it prepares to introduce the GAC-owned all-electric Aion brand next year.
At present, its two model range occupies a premium market placing that has slowly been attracting Chinese interest above the R500 000 mark. Not all about tech Introduced in its home market two years ago as the step-up from the GS3 Emzoom, the quirky Emkoo not only tops the local line-up above the smaller GS3 Emzoom , but finds itself having to answer to a price tag still seen as uncommon for a Chinese brand. Stickered at R659 900 for the flagship Executive Plus tested here, the Emkoo could, in fact, be seen as pricey and not as well equipped as rivals from Great Wall Motors (GWM) Haval and Chery.
That being said, Salvador Caetano admitted that the Executive Plus and its step-down sibling, the Executive, have b.