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GAC Brand and Emkoo launch

Aug 28, 2024 #GAC_SA, #Craftyourpath, vehicles

GAC Brand and Emkoo launch

The GAC brand is being launched into SA by the Salvador Caetano group. The Portugal based firm presented the brand’s second model to be unveiled in SA at an impressive function in Melrose Arch. GAC (Guangzhou Automobile Grouo) is no new kid on the block. Currently the 5th largest auto retailer in China and rated at 165 on the Forbes 500 list, the group sold 2.5 million vehicles in 2023, and has a 3 million unit target for 2024! The brand has an impressive trophy cabinet of awards as well as a number of other accolades, and is aligned with some top brands internationally, even producing for Honda and Toyota. 

 

With their own R&D divisions, and a bouquet of high end component suppliers, they pride themselves on a high quality standard. This applies in their production and general business approach. The company’s vision is centred on “moving people” and building sustainable networks to service their markets and contribute to eco and energetic transitions specifically to new technologies. With 34 or their 44 locations based on the continent, they also carry 34 years of “mobility” investment history within Africa. 

 

Leslie Ramsoomar, in his capacity as Local Managing Director for GAC SA, pointed out that the dealer network has been very strategically laid out, with quality distribution partners. Already on hand is at least 6 months parts supply, waiting to service their 20 existing dealers. He expressed a desire to expand to 30 or more within the next year, however re-iterated that the focus is on quality of service, as opposed to quantity. 

 

The evening centred on the launch of the Emkoo model. It’s certainly no slouch in the looks department! Styling and design features are real head turners, with attention to detail that differentiates immediately. The myriad of extras included on the models are really impressive, ranging from integrated pop-out door handles, panoramic sunroof and loads of interior luxuries, to all the ADAS systems. It will take a bit more than we had the opportunity to appreciate at the launch – so watch this pace for an update once we get a test model.

 

The two variations of the Emkoo model are the “Executive” and “Executive Plus” derivatives. Both are powered by a 1.5l turbo charged engine pushing out 130kw and 270nm, at a claimed 6.4l per 100km. The powerplant is enhanced with a water cooled intercooler which apparently offers improved better response and efficiency. This is mated to a 7 speed wet dual clutch transmission which also delivers power and fuel efficiency benefits.

 

If first impressions are anything to go by, this is going to be a brand to watch. The cars are great looking and enter the market priced relatively aggressively, at R599 900 and R659 900 respectively. We look forward to seeing how the GAC story unfolds, it looks to be off to a very good start with solid foundations and a service oriented strategy to capture market share.

 

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