Haima Automobile
Corporate brand
UnclaimedChinese automobile brand producing passenger cars, sport utility vehicles, and multipurpose vehicles.
Last updated October 12, 2026
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Overview
Haima Automobile is a Chinese passenger-vehicle manufacturer headquartered in Haikou, Hainan. The company originated in January 1992 as Hainan Mazda Motor, a joint venture between the Hainan provincial government and Mazda established to manufacture Mazda vehicles for the Chinese market. The name Haima combines the Chinese geographical reference to Hainan with Mazda's name, while “haima” also means “seahorse” in Chinese. The joint venture gave Haima access to Mazda designs, manufacturing methods, and engineering know-how. Its early products included locally produced Mazda-derived sedans, hatchbacks, minivans, and station wagons. In 2006, FAW Group acquired Mazda's interest in the venture. Haima subsequently became associated with FAW while retaining rights to manufacture certain older Mazda-based products and to use Mazda technology in its own vehicles. It could no longer market those vehicles under the Mazda marque, and over time the company moved toward developing products under the Haima name. Haima expanded its manufacturing footprint during the 2000s and early 2010s. Its facilities in Haikou and Zhengzhou each had reported capacity for approximately 150,000 complete vehicles annually, while a third Hainan assembly plant begun in 2008 was planned for annual capacity of about 100,000 vehicles. The company was reported to have total annual production capacity of approximately 400,000 vehicles by 2012. In 2013, Haima sold 157,242 passenger cars in China, placing it among the country's higher-volume domestic brands at that time. The brand's portfolio broadened from Mazda-derived family cars into independently styled sedans, crossovers, sport utility vehicles, and multipurpose vehicles. Models such as the M3, M5, M6, and M8 represented its sedan range, while the S5, S7, 6P, and 8S served the crossover and SUV market. The company also offered MPVs including the Freema, F7, and 7X, as well as small cars and electric vehicles. Haima additionally manufactured selected vehicles for other companies, including early XPeng models assembled at its Zhengzhou facility between 2018 and 2021. Haima pursued overseas and partnership initiatives during the 2010s. A Russian facility operated by Derways began assembling knock-down kits for the Haima 3 in 2010. In 2016, the company announced plans for a manufacturing plant in Bulgaria, although the available reference material does not establish that the project entered production. Haima has also participated in the China Touring Car Championship through the Haima Family team. The company experienced financial and operational pressure in the late 2010s and early 2020s. After accumulated losses, Haima Group sold real-estate assets and transferred interests in certain subsidiaries and research activities in 2019. Efforts to reduce losses continued in 2020, but declining sales contributed to a reported risk of delisting. In July 2021, FAW transferred a 49 percent interest in FAW Haima to Hainan Development Holdings at no charge. Haima Automobile retained 51 percent, while Hainan Development Holdings became the other major shareholder in that venture. Haima's later activities have included electric and plug-in hybrid vehicles, fuel-cell development, and mobility services. In 2023, Haima and Toyota were reported to have cooperated on fuel-cell vehicles and to have launched a car-rental business in Hainan. The company continues to be associated primarily with the Chinese market, with its current or recently listed range centered on products such as the Haima 8S, 7X, 7X-E, and the electric version of the Haima 1 Aishang.
History
Haima Automobile began in January 1992 as Hainan Mazda Motor, a joint venture between the Hainan provincial government and Mazda. Its purpose was to manufacture Mazda vehicles for sale in China. The venture provided a foundation in licensed production and automotive engineering, and Haima initially built a range of Mazda-derived vehicles, including family sedans, hatchbacks, minivans, and station wagons. The relationship with Mazda changed in 2006, when FAW Group acquired Mazda's share of the joint venture. Haima became associated with FAW but retained the ability to manufacture certain older Mazda models and to incorporate Mazda technology into products developed under its own name. It was not permitted to use the Mazda brand for those Haima products. The company consequently developed a portfolio that increasingly combined inherited Mazda-related engineering with its own styling, product planning, and branding. Haima expanded its manufacturing operations during the 2000s. In 2005 it entered China's A-share capital market, according to the referenced company history. In 2008 it began construction of a third Hainan assembly plant designed for annual production of 100,000 vehicles. Its Haikou and Zhengzhou facilities were each reported to have capacity for 150,000 complete vehicles annually. By 2012, the company's reported total annual capacity was approximately 400,000 vehicles. The company's product range grew beyond its early Mazda-based family cars. It sold the Family and Happin lines, Haima 2 and Haima 3 small cars, and later the M-series sedans. It also entered the SUV and crossover categories with products such as the S5, S7, 6P, and 8S. MPVs and family-oriented vehicles included the Freema, F7, and 7X. The company also introduced electric and plug-in hybrid variants, including the Aishang EV and 6P plug-in hybrid. Haima tested several overseas and contract-manufacturing opportunities. In November 2010, Russia's Derways Automobile Company opened a Cherkessk facility for assembling knock-down kits of the Haima 3. In December 2016, Haima announced a plan to build a manufacturing plant in Bulgaria, which would have represented an expansion into European production; the supplied references do not confirm that the proposed plant became operational. Between 2018 and 2021, Haima's Zhengzhou plant produced early vehicles for XPeng, including the XPeng G3 and a model identified in the reference material as XPeng IDENTY X. The company also pursued brand visibility through motorsport, competing in the China Touring Car Championship with the Haima Family team. Its logo depicts a mythical bird flying away from a rising sun, while the Haima name has both corporate and literal associations: it reflects the Hainan-Mazda origin of the company and also means “seahorse” in Chinese. By 2019, Haima Group was under substantial financial pressure after several years of accumulated losses. It sold real-estate assets and transferred the equity of Shanghai Haima Automobile Research Institute and Haima Property, among other restructuring actions. In 2020, the company continued measures intended to control losses, but vehicle sales declined and it reportedly faced a delisting crisis. In July 2021, FAW transferred 49 percent of FAW Haima to Hainan Development Holdings at no charge. Haima Automobile retained 51 percent of FAW Haima, leaving Hainan Development Holdings with the remaining 49 percent. This arrangement linked the company more closely with Hainan's state-owned development platform while preserving Haima's majority holding in the venture. In 2023, Haima and Toyota were reported to have worked together on fuel-cell vehicles and to have launched a vehicle-rental business in Hainan. These initiatives reflected Haima's efforts to supplement conventional passenger-vehicle production with alternative-powertrain technology and mobility services. The company's current or recently identified products include the Haima 8S crossover utility vehicle, the 7X and 7X-E MPVs, and the electric version of the Aishang small car.
- 2023
Fuel-cell and rental-business cooperation with Toyota
[1]Haima and Toyota are reported to cooperate on fuel-cell vehicles and launch a rental business in Hainan.
- 2021
Hainan Development Holdings receives a 49 percent FAW Haima stake
[1]FAW transfers 49 percent of FAW Haima to Hainan Development Holdings, while Haima Automobile retains 51 percent.
- 2018
XPeng contract manufacturing begins
[1]Haima's Zhengzhou facility begins producing selected early XPeng vehicles under a manufacturing arrangement.
- 2016
Bulgarian factory plan is announced
[1]Haima announces plans for a Bulgarian manufacturing plant intended to begin construction in 2018; the supplied material does not confirm completion.
- 2013
Haima records 157,242 China sales
[1]Haima sells 157,242 passenger cars in China and is reported as the country's 28th-largest car brand by sales that year.
- 2010
Russian knock-down assembly begins
[1]Derways opens a Cherkessk facility for assembly of Haima 3 knock-down kits.
- 2008
Third Hainan assembly plant begins construction
[1]Haima begins construction of a third Hainan plant planned to produce approximately 100,000 vehicles annually.
- 2006
FAW acquires Mazda's stake
[1]FAW Group acquires Mazda's interest in the joint venture, after which Haima operates within the FAW-associated structure.
- 2005
Haima enters the A-share capital market
[1]Haima Automobile reaches China's A-share capital market.
- 1992
Hainan Mazda Motor is established
[1]The Hainan provincial government and Mazda form a joint venture to manufacture Mazda vehicles for China's passenger-car market.
Products and positioning
Chinese passenger-vehicle brand positioned primarily for the domestic mass market, with offerings spanning conventional, hybrid, and electric vehicles. mid-to-low-end market
Crossover SUV
Haima 8S
The Haima 8S is a crossover sport utility vehicle positioned in Haima's contemporary passenger-car range. It represents the company's move beyond its earlier Mazda-derived sedans into independently branded SUV products for the Chinese market.
Multipurpose vehicle
Haima 7X
The 7X is a family-oriented multipurpose vehicle in Haima's newer range. It extends the brand's coverage into the MPV segment and is accompanied by the electrically powered 7X-E variant.
Electric multipurpose vehicle
Haima 7X-E
The 7X-E is the electric version of Haima's 7X multipurpose vehicle. It reflects the company's effort to add alternative-powertrain products to its conventional passenger-vehicle and MPV portfolio.
Electric city car
Haima 1 Aishang EV
The Aishang EV is the electric continuation of Haima's small-car Aishang line. The model belongs to the brand's compact urban-vehicle offering and is identified in the reference material as the Haima 1 variant that remained in production in electric form.
Plug-in hybrid crossover
Haima 6P
The 6P was a plug-in hybrid crossover utility vehicle. It formed part of Haima's transition toward electrified vehicles while retaining the body style and utility expected from the SUV segment.
SUV
Haima S5 and S7
The S5 and S7 were conventional Haima sport utility vehicles. The S7 was previously associated with the Haima 7 name, while the S5 range included a younger or lower-positioned S5 Young derivative. Both helped establish Haima's SUV presence in China.
Sedan
Haima M-series
The M3, M5, M6, and M8 were Haima sedan lines covering several size and price positions. Listed engine options included 1.5-, 1.6-, 1.8-, and 2.0-litre units, depending on model.
Multipurpose vehicle
Haima Freema
The Freema was a Haima multipurpose vehicle derived from the Mazda Premacy. It continued the company's earlier practice of adapting Mazda-related vehicle architectures for the Chinese market under the Haima name.
Compact car
Haima 3
The Haima 3 was offered as both a hatchback and a sedan with a 1.6-litre engine. A version was also assembled from knock-down kits at a Russian facility operated by Derways.
Compact sedan and hatchback
Haima Family and Happin
The Family and Happin lines were Mazda 323 or Mazda Familia-derived products sold under Haima branding. They were among the company's principal early family-car offerings and were available in sedan and hatchback forms.
Contract-manufactured electric vehicles · 2018
XPeng G3 and XPeng IDENTY X
Haima produced selected early XPeng vehicles at its Zhengzhou factory between 2018 and 2021. These vehicles were manufactured for XPeng rather than marketed as Haima-branded products.
Controversies
Marketing campaigns
- Haima Family China Touring Car Championship program
China
Haima competed in the China Touring Car Championship through the Haima Family team, using motorsport participation to support visibility for its family-car range. The reference material confirms participation but does not provide specific championship results.
Outcome. The reference material confirms participation but does not provide specific championship results.
Brand decisions
2023
Fuel-cell and mobility-services cooperation with ToyotaStrategyBackground
Haima sought to develop alternative-powertrain activities and new mobility-related business lines.
Action taken
Haima and Toyota cooperated on fuel-cell vehicles and launched a car-rental business in Hainan.
Aftermath
The initiatives broadened Haima's activities beyond conventional vehicle manufacturing, although the supplied material does not quantify their commercial impact.
2021
Ownership reorganization of FAW HaimaM&ABackground
FAW reorganized its interest in FAW Haima amid Haima's broader ownership and business restructuring.
Action taken
FAW transferred 49 percent of FAW Haima to Hainan Development Holdings without charge. Haima Automobile retained 51 percent.
Aftermath
Hainan Development Holdings became a significant minority shareholder and the venture retained a strong Hainan ownership connection.
2019
Asset disposals and restructuringStrategyBackground
Haima Group had accumulated losses over several years and faced pressure to improve its financial position.
Action taken
The group sold real-estate assets and transferred interests in selected research and property subsidiaries.
Aftermath
Loss-control efforts continued in 2020, but lower sales contributed to reported delisting risk.
2016
Proposed Bulgarian manufacturing expansionStrategyBackground
Haima sought to expand its manufacturing footprint outside China and announced a planned Bulgarian plant.
Action taken
The company announced that construction would begin in 2018.
Aftermath
The supplied sources do not establish that the proposed factory was completed or entered production.
2006
Transition from Mazda joint venture to FAW-associated manufacturerStrategyBackground
Mazda's role in the original Hainan joint venture ended when FAW Group acquired Mazda's share.
Action taken
Haima continued to use certain Mazda-related technologies and older model rights while developing products under the Haima brand rather than the Mazda marque.
Aftermath
The change accelerated Haima's development as a domestic Chinese passenger-vehicle brand associated with FAW.
Recent events
Sources4 sources
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