Why was the Haima Prince discontinued?
2 Answers
The reason for the discontinuation of the Haima Prince was its low sales. More details are as follows: 1. The Haima Prince was produced at Haima's Zhengzhou base, which was positioned as a production base for "two micro" vehicles (micro-vans and micro-cars). Therefore, the Haima Prince also bore the Haima Zhengzhou emblem and operated independently from the Haima Haikou base in terms of production and management. 2. The competitors of the Haima Prince were identified as the BYD F0, Chery QQ, and SAIC-GM-Wuling Chevrolet Spark. Ou Yongfu, the general manager of Haima (Zhengzhou) Sales Company, stated that the Haima Group has two automobile production bases in Haikou and Zhengzhou. The Haikou base primarily produces sedans, including the Family, Haima 3, Haima Freema, and Premacy, all of which bear the common "winged" emblem. 3. The Zhengzhou base, on the other hand, mainly produces "two micro" vehicles (micro-vans and micro-cars), such as the Fushida micro-van and the Haima Prince micro-car, which use the "square sky and round earth" emblem. However, both emblems represent the "Haima Auto" brand.
The discontinuation of the Haima Prince was primarily due to shrinking market demand. I remember this compact car was quite popular when it first came out—small, agile, and easy to park in the city. However, over time, consumer preferences shifted toward SUVs or electric vehicles, as they perceived small cars as having limited space and being less safe. The sales of the Haima Prince declined year after year, making production unsustainable. Naturally, manufacturers couldn’t turn a profit, leading to its discontinuation. With increasing urban traffic pressure, compact cars gradually became marginalized, and many brands halted production of similar models. Additionally, economic factors played a significant role—rising raw material costs, low pricing for compact cars, and thin profit margins resulted in long-term losses, prompting the decision to shut down production. Nowadays, the Haima Prince is rarely seen on the roads, becoming a nostalgic symbol of the automotive era.
