The Haima M3 is a compact family sedan developed over three years by the Haima Automobile Shanghai R&D Centre. The model made its public debut at the 2012 Guangzhou Auto Show and officially went on sale at the Shanghai Auto Show on 20 April 2013, positioned as a "new-generation family sedan" with a price tag ranging from RM59,800 to RM89,800. In February 2016, Haima rolled out a mid-lifecycle facelift model with the official retail price revised to RM55,800–RM81,800; this was followed by an annual update in April 2017 featuring upgraded equipment, further driving the entry price down to RM49,900.
Upon its initial debut, the Haima M3 chalked up impressive sales figures of 6,000 to 7,000 units per month, carving out a respectable position in the A-segment sedan market. However, amid shifts in the market landscape and waning brand competitiveness, sales experienced a steady decline. By 2017, close to its eventual phase-out, monthly deliveries had slumped to fewer than 300 units, and the model was progressively withdrawn from the market after 2018.
Penned by Italian design house LD'A, the exterior styling of the Haima M3 was sculpted around Haima’s "Eagle Wings" design philosophy. The front fascia looks sharp and nimble, highlighted by a honeycomb grille flanked by dual chrome strips with the Haima emblem nestled in the centre. The sleek headlamp clusters come equipped with projector lenses and integrate seamlessly with the grille, creating a clean, three-dimensional look. A short front overhang paired with a relatively long wheelbase defines its side profile, lending the car a more dynamic stance. At the rear, the styling leans towards a more mature aesthetic, connected by a chrome garnish between horizontal tail lamps and topped off with a shark-fin antenna for an understated and balanced look. Additionally, the 2016 facelift model gained LED daytime running lights, a "follow-me-home" headlamp delay feature, and 15-inch 10-spoke alloy wheels.
Inside, the Haima M3 adopts a "wing-spread" dashboard with a distinct "V"-shaped layout, offered in two trim themes: a cosy dark grey and beige combination, or an all-black sporty setup. While hard plastics dominate the dashboard, the surface textures and fit-and-finish are neatly executed without looking like an outright copycat design. The steering wheel offers a chunky, tactile grip with audio controls mounted on the left spoke for ease of use. The 2016 model introduced a redesigned centre stack and instrument cluster, integrating Haima’s logo motif into the air-con control dials for a more youthful vibe.
Under the bonnet, the entire Haima M3 lineup is powered by an in-house developed 1.5-litre naturally aspirated HMA GN15-VF petrol engine, built with an aluminium block for weight reduction. It churns out a maximum output of 82 kW (around 112 hp) and 147 Nm of peak torque. Transmission choices include a 5-speed manual and a CVT capable of simulating 6 virtual ratios. The manual variant completes the 0–100 km/h sprint in 11.28 seconds, placing it in the middle-to-upper tier among 1.5L peers in its class. Top speed is rated between 170 and 180 km/h. Fuel efficiency is commendable, with owners clocking a real-world combined fuel consumption of roughly 6.5–7.5 L/100 km. The entire range is compatible with RON 92 petrol.
Chassis-wise, the Haima M3 rides on front MacPherson struts and a rear H-type torsion beam setup, with anti-roll bars fitted at both ends. While typical for the segment, Haima drew on its extensive sports chassis tuning background to inject the M3 with sharp handling dynamics. The suspension setup is tuned on the firmer side, delivering clear road feedback, commendable body roll control through corners, and a lively rear end that trails obediently—delivering cornering limits that rival even some multi-link rear suspension rivals. Light and responsive steering makes for nimble direction changes, injecting plenty of driving fun along twisty b-roads or track scenarios. However, the firm damping does compromise passenger ride comfort, transmitting speed bumps and road irregularities quite directly into the cabin. The 2016 model was further refined by Japan’s Tokico, improving overall body control and ride composure while preserving its agile driving dynamics.
The 2016 Haima M3 marked the debut of the "moofun" connected car ecosystem, supporting vehicle status diagnostics, remote telematics, and in-car entertainment—features that were notably cutting-edge among A-segment family sedans of its era. Higher-spec variants pack a 7-inch touchscreen infotainment display with built-in GPS navigation, Bluetooth connectivity, and a reverse camera. Automatic climate control, keyless entry with push-button start, power-folding wing mirrors, and a smart gear-shift indicator also made their way onto facelift variants. Selected trims could also be optioned with an engine auto start-stop system.
Interior packaging remains one of the Haima M3’s standout selling points. Measuring 4,553 mm in length, 1,737 mm in width, and 1,495 mm in height with a 2,600 mm wheelbase, it affords up to 901 mm of maximum rear legroom. Boot capacity is equally generous from the get-go and expands to roughly 1,000 litres with the rear seats folded down, putting it among the class best.
Safety is another strong suit for the Haima M3. In C-NCAP crash testing, the Haima M3 Manual Flagship variant earned a maximum five-star safety rating with an overall score of 55.8 points, ranking second and first in its test batch for frontal full-width and 40% frontal offset crash tests, respectively. The body structure features extensive high-strength steel and a reinforced safety cage, engineered with strengthened crumple zones for effective crash energy dissipation. High-spec trims come equipped with six airbags (dual front, front side, and full-length curtain airbags) along with a Bosch 9th-generation ESP stability control system—a rare safety inclusion in this price bracket—which helps keep the car composed against skids and oversteer during emergency manoeuvres. ISOFIX child seat anchors, tyre pressure monitoring, and reverse sensors are available either as standard kit or optional extras across the range. Notably, the early-batch Manual Elite variant scored only four stars (46.1 points) in C-NCAP tests due to missing active safety features, serving as a reminder for buyers to look out for higher-spec trims.
During its initial launch, the Haima M3 gained strong traction thanks to its compelling value-for-money proposition and generous cabin room, with monthly sales holding steady at 6,000 to 7,000 units and earning its place in the sub-RM100,000 A-segment market. However, this success was short-lived—the model was officially discontinued in 2017, with monthly numbers dropping below 300 units prior to its phase-out. The demise stemmed from several factors: first, Haima’s lack of brand clout in the mainstream sedan segment and delayed product updates that pushed the M3 to the sidelines; second, intensifying rivalry within the domestic A-segment sedan space from formidable competitors like the Geely Emgrand, Changan Eado, and Roewe i5; and third, internal resource restructuring and strategic pivots within the carmaker.
On the user review front, positive feedback for the Haima M3 centres on three key highlights: class-leading interior space, agile and precise handling, and dependable engine reliability paired with wallet-friendly maintenance costs. On the flip side, drawbacks mainly boil down to a firm ride that detracts from rear passenger comfort, an abundance of hard plastics in the cabin, prominent wind noise at highway cruising speeds, and weak resale values due to muted brand presence. All in all, with its well-rounded product package, bulletproof mechanical fundamentals, and competitive pricing, the Haima M3 carved out its own niche in the evolution of Chinese A-segment family cars. Today, it still sees healthy movement in the used car market at around RM30,000 to RM50,000, remaining a viable option for budget-conscious car buyers.
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