The Haima M8 is Haima Automobile's first-ever B-segment mid-size saloon, anchored by three core product pillars: "Comprehensive Safety Technology, Precise Handling Technology, and Human-Centric Technology." Officially launched on 17 December 2013 as the flagship model spearheading the Haima brand's 2.0 era, it marked the carmaker's official foray into the indigenous mid-to-high-end saloon segment. Built on a brand-new platform derived from the "Yao" concept car, the initial line-up comprised three 2.0L variants with official retail prices ranging from RM126,800 to RM166,800: the 2.0L Manual Comfort at RM126,800, the 2.0L Automatic Comfort at RM146,800, and the 2.0L Automatic Luxury at RM166,800. In 2014, a 1.8T turbocharged variant was introduced to boost powertrain performance. The 2015 model year saw the price bracket widen to RM106,800 to RM149,800, lowering the entry threshold, though market response remained tepid. The 2017 line-up was streamlined to retain only the 1.8T Automatic Comfort, with a retail price of RM129,800.
In terms of dimensions, the Haima M8 measures 4,845 mm long, 1,829 mm (with some listings at 1,830 mm) wide, and 1,473 mm (or 1,475 mm) tall, with a generous 2,800 mm wheelbase, a 498-litre boot capacity, a fuel tank volume of either 1.8L or 2.0L depending on the variant, and a kerb weight of 1,525 kg. The model plugged the brand's gap in the mid-size segment, taking on key rivals such as the Changan Raeton, BYD Sirui, Emgrand EC8, and Besturn B90.
Penned by an international design team under the "Flowing Swan Streamline" styling philosophy, the Haima M8's exterior draws heavily from the "Yao" concept car to deliver a dynamic, contemporary aesthetic. Up front, a sculpted inverted-trapezoidal twin-chrome horizontal grille seamlessly integrates with the Haima badge, flanked by sharp eagle-eye LED headlamps. Daytime running lights (DRLs) and headlamp washers add an upmarket touch, whilst lower L-shaped fog lamps sit within black honeycomb mesh inserts for a sporty yet refined finish. The side profile is defined by flowing lines and an upswept shoulder line merging smoothly into the tail lamps. Coupled with a low-slung nose, elevated rear stance, and a tidy tail end, it strikes an assertive, ready-to-pounce silhouette. The range-topping Luxury variant rides on 17-inch dual five-spoke alloy wheels wrapped in 215/50 R17 Hankook tyres, accompanied by a space-saver 205/60 R16 spare wheel. The rear is taut and well-layered, featuring a horizontal chrome bar bridging the tail lamps, integrated bumper reflectors, and twin chrome-tipped exhaust outlets.
Inside, the M8 offers interior colour schemes including light beige with black, as well as a black-and-grey palette. The dashboard features a driver-centric asymmetrical layout, balancing ergonomic ease with driving safety. Wood-grain trim mixed with matte silver accents enhances executive sophistication, whilst the blue-backlit instrument cluster with red needles maintains an approachable, family-friendly feel. Soft-touch plastics are generously applied across the dashboard and door cards with consistent panel gaps. Switchgear damping and tactile feedback rank among the best in its class, reflecting a significant leap in build quality over earlier Haima models.
Under the bonnet, the Haima M8 is powered by an in-house developed HM484Q-E 2.0L naturally aspirated VVT petrol engine, featuring DOHC, dual VVT (intake and exhaust), a variable-length intake manifold, and electronic multi-point sequential injection. It outputs 115 kW (approx. 156 PS) at 6,000 rpm and 187 Nm of torque at 4,000 rpm. The engine is proven and reliable, paired with light throttle and brake pedal calibrations that make for effortless urban daily driving. Transmission duties are handled by either a 6-speed manual or a 6-speed automatic with manual mode, the latter delivering crisp shift logic, accurate gear changes, and commendable refinement. The 1.8T turbocharged option added in 2014 expanded the line-up to satisfy buyers seeking more punch. On the combined cycle, the 2.0L engine delivers a fuel consumption as low as 7.6 L/100 km, meeting stringent Beijing V emissions standards. Real-world owner feedback indicates the 2015 1.8T model averages around 9.0 L/100 km, placing its overall fuel efficiency on par with average mid-size saloons of that era.
The chassis setup is a standout highlight of the Haima M8, boasting a sophisticated front double-wishbone independent suspension and a rear multi-link (four-link) independent suspension—a premium configuration among domestic offerings in this class—further strengthened by front and rear subframes for heightened structural rigidity. Compared to the ubiquitous front MacPherson struts in this segment, the double-wishbone layout provides superior lateral support, effectively curbing body roll in corners to enhance handling limits and high-speed stability. The steering is an Electric Power Steering (EPS) system with speed-sensitive variable assistance, offering light effort for tight city manoeuvres and firm weighting at higher speeds for confidence behind the wheel. Braking is handled by four-wheel discs (ventilated front, solid rear), complemented by ABS, EBD, and TCS (Traction Control) fitted as standard across the range. Tyre sizes come in either 205/60 R16 or 215/50 R17 depending on the variant, delivering a composed and planted ride. Thanks to its double-wishbone front and multi-link rear suspension, the M8's high-speed cruising stability and cornering composure outperformed most domestic B-segment saloons of its time.
On the tech and convenience front, standard features across the entire Haima M8 range include an electric sunroof, a three-spoke leather-wrapped multi-function steering wheel, front and rear 8-sensor parking assist, and an infotainment system with a 7-inch LCD touchscreen supporting navigation, DVD playback, and Bluetooth telephony. The high-spec Luxury trim adds an Adaptive Front-Lighting System (AFS), keyless entry, and push-start ignition. Seating in the flagship model features an 8-way power-adjustable perforated leather driver's seat with heating and memory functions, offering plush cushioning and supportive bolsters reminiscent of the Nissan Teana's lounge-like comfort. Cabin air quality is looked after by a dual-zone automatic climate control system equipped with a dust and pollen filter alongside an air quality monitoring system.
Space-wise, the 2,800 mm wheelbase affords generous rear legroom (measuring roughly two to three fists in practice), while the flat rear floor ensures ample foot room for the centre passenger. However, the fastback silhouette and sloping roofline do marginally compromise rear headroom. Practicality is well catered for with various cabin storage cubbies, a 498-litre boot, and rear seatbacks that fold flat (or split-fold) for bulkier cargo needs.
Safety was a core engineering focus for the Haima M8, developed to meet Euro NCAP 5-star crash safety standards. On the passive safety front, it packs up to 7 airbags—including dual front airbags, front side airbags, a driver knee airbag, and full-length curtain airbags—a standout specification among domestic saloons of its day. Front seats incorporate anti-whiplash protection, while post-crash automatic door unlocking and fuel cut-off systems help prevent secondary hazards. Active safety is equally comprehensive, featuring Bosch's 9th-generation Electronic Stability Programme (ESP), Traction Control System (TCS), Hill Hold Control (HHC), Hydraulic Brake Assist (HBA), and a brake override system as standard, with higher trims gaining a tyre pressure monitoring system (TPMS) and a reverse camera. Integrated with the ESC and TCS, the braking system ensures predictable vehicle control in emergency stops and wet conditions. Overall, measured against the benchmarks of its launch period, the M8's safety suite was remarkably comprehensive. However, driver assistance remains at an elementary Level 0 to Level 1, offering standard cruise control without advanced active aids such as Adaptive Cruise Control (ACC).
The Haima M8 suffered from sluggish market sales throughout its lifecycle, leading to its eventual discontinuation around 2019. In February 2019, Haima Automobile announced the phase-out of several models including the M2 and M8, attributing the move to shifting market dynamics, stringent regulatory updates, and a strategic brand refocus. In terms of numbers, while early sales briefly neared 1,000 units monthly, volume collapsed drastically later on—industry figures show only 1 unit sold in April 2017 and just 9 units in August of that year. Three main factors led to its demise: first, a flawed pricing strategy, where a starting price of RM126,800 lacked competitiveness against domestic rivals, creating a disconnect between its price tag and brand equity; second, lagging product updates, receiving only one minor equipment refresh between 2013 and its retirement, leaving its styling and tech behind as competitors iterated rapidly; and third, weak brand equity, where Haima struggled to match the market clout of Geely, Changan, or BYD, while buyers in the RM120,000 price band overwhelmingly favoured foreign joint-venture C-segment saloons.
In terms of ownership feedback, third-party platforms show an average rating of around 4.0 out of 5 stars. Praise centred on its handsome styling, extensive standard equipment (ESP, 7 airbags, and dual-zone climate control across all variants), planted chassis dynamics, and class-leading seat comfort. On the flip side, complaints focused on unergonomic cabin storage, slight coarseness in minor interior trims, absence of connected infotainment updates, tyre roar at highway speeds, and parts availability issues stemming from its niche status. The Haima M8 showcased the pinnacle of Haima's engineering capabilities at the time (front double-wishbone suspension, Euro NCAP 5-star engineering, 7 airbags). Though it missed out on commercial success, it stands as an ambitious milestone in the brand's premium push and an intriguing chapter in China's domestic saloon history.
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