1990 Mazda is in crisis, eager to find and develop new profit space, and there is a ready-made automobile factory in Hainan suffering from no product production. After contact, the two sides hit it off and prepared to jointly produce Mazda cars. 199 1 year, Hainan automobile stamping parts factory started trial production of Mazda in small batches. 929? Station? In August, Hainan Automobile Factory initialled a contract with Japan Mazda Automobile Co., Ltd. and Japan Itochu Corporation to establish Hainan Mazda Automobile Co., Ltd., and Japan * * * held 25% of the shares, among which Mazda Electric Co., Ltd. held 929? Station? A full set of molds and fixtures for the station wagon as a capital contribution. At that time, because the central government wanted to set up a joint venture automobile company in the south with Hainan Automobile Stamping Factory and Guangdong Samsung as the main body, and the foreign investors of the government's intention were Chrysler Company in the United States first, and then Mercedes-Benz Company, which put forward the harsh conditions that Mazda could not establish a joint venture with Hainan Automobile Stamping Factory. After three years of wrangling, Mercedes-Benz decided to give up this joint venture project. In this way, the joint venture project of South China Commercial Vehicle Factory went away, and the joint venture between Hainan Automobile Factory and Mazda was also interrupted in a short time.
From 65438 to 0994, Haima began to produce the old Mazda 323. Although the joint venture company has not developed, the cooperation between Hainan Automobile Stamping Factory and Mazda has not been interrupted. 1992, they started using Mazda 929? Station? The spare parts and technology of the station wagon began to assemble the Haima hmc6470 station wagon. 1993, hmc6440 from Mazda's first mpv was assembled and produced, 1994, the old model 323 was produced. Although many models have been put into production in just a few years, the cars produced can only be used in Hainan Province because they have not obtained the automobile production license issued by the state. Hainan Automobile Factory, which is restricted by the license plate, cannot sell because of the vast mainland market, and its output has not been improved, resulting in high product costs. By 1997, Hainan Automobile Factory was on the verge of bankruptcy. In order to obtain the qualification and necessary funds for automobile production, the Hainan provincial government agreed that the factory belongs to a large state-owned automobile enterprise. 1In June, 1997, FAW Group and Hainan Provincial Government formally signed the Agreement on the Merger of Hainan Automobile Factory and the Establishment of FAW Hainan Automobile Co., Ltd., and the two sides reorganized their assets by means of free allocation of state-owned assets to establish FAW Hainan Automobile Co., Ltd., with FAW Group holding 100%. As an important production base of FAW Group in South China, the company has been formally incorporated into the unified planning of FAW Group and the country. 1999 hmc6470 was introduced to Haima with domestic Toyota 4y(49 1) engine, which was put into use in China in 2000. Hainan Automobile Factory, which belongs to FAW, did not get the financial and technical support from FAW, but only got the car production catalogue. Hainan Automobile, which didn't get the model from FAW, can only find ways to reduce the production cost of existing products. 1In May, 1999, FAW Hainan introduced the domestic Toyota 4y(49 1) engine hmc6470, and the localization rate reached 85%. In 2000, hmc7 130 was introduced, which was equipped with the original Mazda 323 with domestic Toyota 8a engine. With the steady growth of domestic consumption capacity, consumers have higher and higher requirements for vehicle models. At that time, these two cars were old products eliminated from abroad. In order to gain a foothold in the market, more advanced models are needed to "please" consumers. Since FAW has no follow-up models, Haima began to seek cooperation with Mazda again. At that time, Mazda began to recover and saw the huge business opportunities in the China market. Because it had lost money in that year, it cooperated with FAW Hainan in the form of technical cooperation. In 2002, Haima put into production the Mazda intermediate car Familia (the picture shows the later model) 200 1, and Mazda compact mpv premacy rolled off the assembly line in FAW Hainan. By the end of the year, the sales volume of this car exceeded 10000, which also surprised Mazda. One year later, in July 2002, Familia, based on the modified Mazda 323 model, rolled off the production line in the new factory of Haiqi Group. These two cars have adapted to the domestic demand and purchasing power and achieved good performance in the market. Familia, Excelle and Elantra, which were listed later, were called the "new three" in China automobile market, and Prima became the dominant player in the domestic compact mpv market. Haima has naturally become the mainstream automobile manufacturer in China. The hot sales of these two cars make Mazda more ambitious. As the saying goes, leaning against a big tree is good for enjoying the cool. Mazda has offered an olive branch to the more powerful FAW and Changan. The high-end model mazda 6 is produced in FAW Car, and the replacement model of Familia is produced in Chongqing and Fox on the same platform. Haima once again encountered the bottleneck of not having a new car.
In 2006, Familia changed from Mazda trademark to independent Haima trademark. The second generation of Familia was born under this background. Abandoned seahorses can only be re-branded with their own brands that have been sealed for many years. Fortunately, Haima has accumulated a lot of experience in the process of cooperation with Mazda. Compared with other self-made brands, the experience of enterprise management and vehicle production is undoubtedly valuable. Because all the models produced by Haima before were Mazda, the concept of "Haima" is easily blurred. Nowadays, the brand "Haima" is emphasized as an independent brand, and the independent engine and brand-new models also clearly show that Haima should take the route of independent research and development. Facing the increasingly saturated automobile market and strong competitors, Haima needs to work hard to make this young brand grow and develop. Familia II is only a transitional product for Haima to return to its own brand from a joint venture brand. As long as Haima, which has suffered setbacks repeatedly, cherishes its hard-won scale and achievements, I believe it will be able to build a Haima car of its own style. So far, there are 9 models of Haima. Among them, Haima 3 has a production line in Russia and began to enter the European market steadily.