Haima automobile how

Haima Automobile was formerly a joint venture between Hainan Automobile Enterprise and Japan Mazda Automobile Enterprise, the full name is "Hainan Mazda", but later due to Hainan Automobile Enterprise and Japan Mazda Automobile went their own way. Because of the lack of Japanese Mazda automobile enterprise service support, coupled with the top of the enterprise realized the necessity of independent research and development, and finally decided to embark on a separate road of progress, we now see the Haima automobile is a good value for money domestic brand.

In 2006, the launch of the Fumelai 2 generation with the newly upgraded "Haima" logo was a symbolic event of Haima's progress towards independence. The newly launched Formica 2 generation became the first new car of China's private brand to sell more than 10,000 units in the same month when it was released, and it was this excellent start that finally led to the full launch of Haima's own brand in the back of the reasonable layout.

But, Haima's independent brand strategy or has been subjected to controversy, whether it is and Mazda car silly can not distinguish between the car logo, or independent research and development of models left and Mazda car similar to the mark these, Haima automobile excels at "playing the ball" behavior will often be we will be teased. Can say that, since 1988 to date, Haima automobile in addition to the Fulei beauty of this car is more famous, the other is either not cold, or has long been reduced to the general generation.

In 2017, Haima enterprise sales occurred a large amount of loss, and accompanied by the decline in vehicle sales and stock market turbulence, resulting in everyone's self-protection, so that some people on the Internet to publish similar "horse vehicles may be bankruptcy and closure of the relevant point of view, as if already smelled Haima automobile is about to fall apart. The information that Haima automobile is about to fall into a state of ruin. The company's main goal is to provide the best possible service to its customers," he said.

In the past 2017, Haima 2 just have 140,000 sales, not only did not carry out the overall goal of three hundred thousand sales, year-on-year increase in the dip is also done 35%, small car sales immediately waist, MPV dip 30%, although the SUV sales market is still hot, but the Haima here a market segment also owns Nearly 25% of the sales decline. Breakdown to the actual model, Haima S5 as the sales burden, only took out 6.3 million test papers, Haima S7 also only 1.6 million units of sales. Previously, "the old three" one of the Formica also only have 100 million units of the main performance.

Haima Automobile's more famous Formica and Prima are all commodities in the collaboration stage with Japan's horse, relying on the "stubbornness" is obviously not enough to defend their own brand awareness, despite the gradual release of the Haima S7, Haima M8, Prima EV and many other models in 2013, which to a certain extent enhanced the sales market influence of Haima Automobile. Haima automobile sales market influence, but after 2016, only the remaining SUV industry S5 survives the glory, other models did not find impact on the sales market.

There are wolves in front and tigers behind, and at this stage Haima Automobile looks like it's stepping into a difficult situation, but in fact, it's still alive and well, and it won't suffer from bankruptcy. We can look at the current stage of the Haima automobile hand also have which many cards can still play.

The first card

At the vehicle level, Haima Automobile has long been skilled in automotive electronics, lightweight, NVH, system software pairing and vehicle pairing and other technical; in the automotive powertrain level, grasping the performance of the excellent displacement of small increase in the direct injection engine, high efficiency automatic transmission, oil-electric hybrid electric drive control module, automotive powertrain, NVH, EMS and TCU development software and calibration. TCU development software and calibration and other technical, and has important parts and components resources.

The second card

Haima Automobile's automotive powertrain already has the working capacity to cover 1.0TGDI, 1.2TGDI, 1.6TGDI, 6MT, 7DCT, P2 hybrid power control module. At the same time, the car networking platform, information interconnection, Internet big data and cloud service platform technical "Internet technology" logic thinking and R & D investment, but also has long been a deep combination of the whole process of its operation, the whole customer value.

The third card

In September 2017 Haima Automobile and Xiaopeng Automobile signed a cooperation framework agreement, the two together to practice the theme of new energy vehicle production and manufacturing activities. In accordance with the overall planning of Xiaopeng Automobile, its production capacity of 50,000-100,000 vehicles will be given by Haima Zhengzhou processing plant during 2018-2020. At the same time, Haima has also indicated that it plans to release a pure electric car with a range of 450km in 2019, dispense a new upgraded long-mileage service platform in 2020, and build a L3-level other driverless electric car in 2022.

Summary

Declining sales, loss of money, reported these negative information information into the keywords of the 2017 Haima Automobile, from "joint venture" to "domestic", Haima Automobile stumbled all the way until 2017, which has encountered unprecedented difficulties, Haima Automobile. Encountered an unprecedented predicament, Haima automobile is forced to stand at the crossroads of luck, as if the first encounter "independent" or "joint venture", Haima automobile now also need to make a choice. Whether you choose to look at the future of the new energy automobile industry, or reform and innovation of the current rational layout of the goods, Haima Automobile has very few cards, how to form an attack is becoming more and more important. In the end is nirvana regeneration, or fall into the abyss, we wait and see.