A Night with GAC: The Emkoo Launch Experience

I recently attended the launch of the GAC Emkoo at Melrose Arch, and what a night it was! GAC Motor didn’t just introduce a car—they brought together an entire community, from media professionals and dealers to executives from different organisation functions. It was clear that everyone had a role to play in making this launch a success, and that collaborative energy was palpable throughout the event.

As soon as I arrived, the atmosphere was buzzing. One of the highlights (and certainly a crowd-pleaser) was the open bar, serving everything from classic cocktails to signature drinks. The bartenders were on point, making sure that everyone had a drink in hand as we mingled and discussed the unveiling. Alongside the bar, the delicious food provided an elegant touch—think South African delicacies, mini sliders, and beautifully presented charcuterie boards that kept us well-fed while we explored the new Emkoo up close.

What made the event stand out was how GAC brought in voices from different parts of their organisation to talk about Emkoo’s journey to South Africa. Sergio Ribeiro, CEO of the Salvador Caetano Group (GAC’s official South African distributor), gave an insightful talk about how GAC views South Africa as a critical market for their global expansion. His enthusiasm for the brand’s potential in our country was infectious, and he spoke confidently about the role of sustainable development and GAC’s long-term vision.

It wasn’t just the executive team that took the stage. Michael Jiang, GAC’s regional manager for Southern Africa (pictured with me below), offered a more technical perspective, diving into the Emkoo’s impressive specs and the innovation behind its 1.5-litre turbocharged engine. His passion for the technology was evident, and as he highlighted the adaptive cruise control, lane-keeping assist, and self-parking system (yes, it parks itself!), the crowd responded with murmurs of approval.

Even the design team had their moment. One of the standout moments for me was hearing from Lin Jian, one of the lead designers at GAC, who gave us a deeper understanding of the aesthetic choices that make the Emkoo so striking. From the sleek, aerodynamic lines to the hidden electric door handles, it’s clear that every element of the Emkoo was carefully considered to blend style and functionality.

Between the presentations, I had the chance to chat with various attendees, and it was clear that everyone was impressed by what GAC was bringing to the table. The event wasn’t just about the car—it was about creating connections and creating a community around the brand. I spoke with several dealers who are excited about the potential for GAC to disrupt the mid-range SUV market in South Africa. Their excitement for the brand’s future here only reaffirmed what I had seen throughout the night: GAC is serious about making their mark.

The evening ended with a final toast, led by Sergio, celebrating the Emkoo and GAC’s bright future in South Africa. The Emkoo’s tagline, “Designed for the future,” felt especially fitting as we clinked glasses and reflected on the incredible journey this brand is about to embark on.

From the luxurious ambiance to the people who made this launch special, it’s clear that GAC is here to stay. I’ll be keeping an eye on how they continue to integrate into our market, and I’m sure the Emkoo is only the beginning. 

To have a look at the Emkoo and other updates from GAC visit their site.