These days, brands like GAC do their homework well ahead of time. They pinpoint their target market and get to know them well enough to design a vehicle that comes equipped with all the bells and whistles that would satisfy the next generation of lifestyle-centric motorists. By this, we are talking about the new GAC GS3 Emzoom, an upgrade to the previous GS3 that boasts of an attractive design language, surprising aesthetic details, and new technology.

By attractive, we mean eye-catching and attention-grabbing. There is no way that you can miss a GS3 Emzoom when it speeds down the road next to you, with its bold striking colorway and aggressive edges. The overall exterior depicts an image that is entirely futuristic, like a vehicle that is designed more for RPG than real life. By all intent, “a gamer’s car.” The details are well-thought of, however. The grille is incredibly proportioned to the curved edges of the front face, framed only by narrow-slit headlamps that are mirrored at the base with a bright colored piping. The same contrast can be seen consistently along the rims of the 19-inch wheels, the window frame and rear outer panels, roof rails, and the exhaust.

This design trend set the tone for the interior, where GAC did not skimp in offering an uplifted, youthful appeal. While we’re not talking premium details, the finishing is impeccably done, with subtle colored patterned door and dashboard panels that complement the standard black and chrome palette. I personally love how the unit that was provided to me features a cool blue and purple combination, making it light and pleasing to eyes. Adjustable and interchangeable color ambient lighting also line the entire dashboard area, all the way through the air conditioning vents, giving you a brighter cabin, with a cheerier atmosphere as compared to the stark monotone of most vehicles on the market.

One thing to appreciate about the GS3 Emzoom is how it considers the practical side of owning a vehicle. While it looks to be all about a well-crafted aesthetic, you can count on it to have all the important functions within the driver’s easy reach. For instance, the 10.25-inch infotainment monitor is designed for manipulation of entertainment connectivity, navigation, and standard vehicle settings. No more, no less, which is perfect because it keeps things simple and requires little adjustment upon usage. The layout of the dashboard console is similar to most cars, with the aircon vents sitting below the monitor and the climate control switches right along the same vertical line. Storage compartments abound throughout the cabin, with cupholders able to accommodate larger cylinders.

The Emzoom also prides itself in being tech-ready, answering to the demands of a tech-savvy generation. It is designed to accommodate all forms of connectivity, from wireless Bluetooth, cabled connection, Apple CarPlay, and Android Auto. In addition, you can be assured of on-road safety, as it is packed with a whole gamut of features that are designed to help keep you abreast of what’s happening around you while you are focused on the driving. Driver assist features include a Heads-Up Display, Lane Departure Warning, Blind-spot Detection, Stability Control, and Rear Park Assist, among others.

Performance-wise, however, we maintain that it could be better. The GAC GS3 Emzoom runs on a 1.5-liter engine with a 7-speed wet dual-clutch automatic transmission. While the car undoubtedly has the capacity and power, the DCT could be a lot smoother than it currently is. Admittedly, dual-clutch transmissions tend to require some seat time for the driver to get just the right mix of effort for it to work for him. Personally, it took a little longer than usual with the GS3 Emzoom. The drive would start out slow, with a visible lurch every time you step just a tad deeper on the pedal, and again when coming a stop. The braking system could also be lighter and more responsive – less bounce, please.

The GAC GS3 Emzoom has been an interesting experience for me. I was impressed with how specific the design language was and how it was directed at a particular market – the young, the youthful, and the spirited creative. It was also developed for those who appreciate a good looking car, but want the same functionality that can move them forward every single day, in almost every way. It may not tick the box if you’re a discerning driver that values performance just as equally as the design package. But that being said, if you’re on the market for a subcompact crossover that has a personality of its own, yet can complement yours, the GS3 Emzoom is an option to look at, considering how it is also easy on the pocket.