Haima launches world premiere at Dubai Motor Show

This prestigious event was chosen specifically as the venue for the start of a world-wide launch of the Haima brand, as the dynamic and pioneering spirit of Dubai exactly matches the Haima vision of innovation and progress.

The international distribution partner for Haima cars, Global Automotive Partners, have 40 years of extensive multi-brand automotive experience across four continents and encompassing all segments, including luxury, sports and premium cars, together with a number of economy to mid range sedans produced by global brands. Aiming to develop a world-quality brand, Global Automotive Partners will also be launching Haima in MENA countries, together with selected markets in Europe.

Ulli Urban, Chairman, Global Automotive Partners, said: "We are honoured to be working with Haima Automobile Company and are both proud and delighted to unveil Haima at the prestigious Dubai Motor Show. We believe that Dubai is the perfect place to start the global launch of the Haima brand, as both have the same long term vision, energy and commitment".

Based in Hainan, China, Haima Automobile Company is led by a forward-thinking management team, who have focused on pioneering manufacturing processes and an on-going R&D programme, combined with modern management techniques. They have already achieved a well-respected track record in China, having developed their range through many years of close technical co-operation with Mazda. They are currently amongst the top 3 sedan manufactures in China and having sold 80,218 units vehicles in China in 2006 are expecting to double this figure for 2007.

Haima have also achieved their goal to develop cars that combine quality and technology with value-for-money and they are now ready to launch on a global scale.

Three initial models will be shown in Dubai, including the HAIMA3, FAMILY and FREEMA. Two HAIMA3 models (GLS 1.8 litre) will be on display, together with one FREEMA (5 seater 1.8 litre) and one FAMILY (GLS-1 1.6 litre).

HAIMA3 - harmony between elegance and motion

Incorporating design from Italy and technology honed through more than a decade of co-operation with leading Japanese automotive manufacturer, Mazda, the HAIMA3 is the first high-quality small sedan from China. The HAIMA3 has a 1.8 litre, 4-cylinder, 16-valve engine.

Adopting the European advanced BOSCH EMS (Engine Management System) and VIS (Variable Charging System) features, HAIMA3 offers a highly efficient engine, resulting in a responsive drive. The sports balanced tuning chassis has been specially adjusted by the world-renowned Lotus car manufacturer and includes a multi-link suspension system. Power Assisted Steering provides flexibility and stability. The latest engine immobiliser and anti-theft system is standard.

Safety features were given paramount consideration during the development and production of the HAIMA3. The high-rigidity body has been designed to incorporate European safety standards and the MSP safety system has met European NCAP standards. HAIMA3 incorporates an efficient 4-loop braking system, together with ABS, electronic brake force distribution (EBD) and brake assistant systems (BAS), allowing the car to cope easily with all driving conditions. Dual airbags (SRS), four door collision resistant beams and LED high-mounted brake light are all standard safety features. A range of colours is available.

A range of equipment and features are offered. As standard, the GL1.8 includes, body coloured bumper, 7-spoke aluminous alloy wheels, concealed antenna, sports instrument cluster and sports gear shift handle, high-fidelity single disc CD audio system with AM/FM and four high fidelity speakers. Keyless entry is also standard, with central locking system, as is manually controlled air conditioning.

The GLS1.8 (deluxe) also includes power sunroof, 6 disc CD audio system, with AM/FM - which can be controlled from the steering wheel - and six high fidelity speakers. Other standard options for the deluxe version also include automatic air conditioning, leather steering wheel, leather sports gear shift handle and handbrake, and 4-sensor reversing radar.

FAMILY - Offers the perfect combination of Space and Driving Pleasure

This family-sized sedan incorporated leading manufacturing processes to ensure a combination of power, safety and space. The stylish design, with its full and mellow lines incorporates a sporty feel, and the super-long wheelbase of 2610mm, together with the ergonomically designed interior offers plenty of space and comfort.

Optimised control systems help to strengthen the stability of the sporty chassis. This incorporates front independent MacPherson strut suspension and rear independent TTL dual-arm and multiple links suspension, together with front-low and rear-high roll axis design. The car comes equipped with Power Assisted Steering.

Both active and passive safety features have been incorporated into the design of the FAMILY, including 4-door collision-resistant beams, collapsible steering wheel, specially reinforced bumper, dual airbags (SRS) and seatbelts with pre-tensioner and load limiter. Active safety features include integrated crystal headlamps, LED tail light, rain-guiding rear view mirror, full braking systems with together with ABS, electronic brake force distribution (EBD) and brake assistant systems (BAS). Logical Slope Control (LSC) is incorporated to assist in driving uphill and downhill on wet or slippery roads.

A range of features and equipment are included in standard models, including body coloured bumper, 8-way manual adjustable driving seat, power windows, concealed antenna, high-fidelity single disc CD audio system with AM/FM and four high fidelity speakers, and manual air conditioning. Keyless entry is also standard, together with remote central locking system. The latest engine immobiliser and anti-theft system is standard.

The deluxe version offers, as standard, dual-way opening sunroof, 5-spoke aluminous alloy wheels, high-fidelity 6 disc CD audio system with AM/FM and six high fidelity speakers. Other standard options for the deluxe version also include automatic air conditioning, leather steering wheel, leather sports gear shift handle and handbrake, and 3-sensor reversing radar.

FREEMA - Exhilaration and Freedom for an Active Lifestyle

A sleek-looking combination of hatchback and MPV, the FREEMA accommodates an active lifestyle. With its long wheelbase, generous headroom and flexible seating, FREEMA offers both 5-seat and 7-seat options, adapting to a multitude of combinations not often achieved by hatchbacks in this segment.

The FREEMA integrates a sporty element comprising well-designed chassis, incorporating front independent MacPherson strut suspension and rear independent TTL dual-arm and multiple links suspension.

As with all Haima models, the FREEMA incorporates a number of safety features, including side door anti-impact beams, collapsible steering wheel, specially reinforced bumper, dual airbags (SRS) and seatbelts with pre-tensioner and load limiter.

Active safety features include integrated crystal headlamps, LED tail light, rain-guiding rear view mirror, full braking systems with together with ABS. The FREEMA also comes equipped with electronic brake force distribution (EBD) - normally only available in upper segment models. It is also fitted with brake assistant systems (BAS) and Power Assisted Steering.

Both the 5-seat and 7-seat versions offer a range of equipment and features. On standard models this includes body coloured bumper, 5-spoke aluminous alloy wheels, mini tables, 8 way adjustable driver seat, power windows, high-fidelity single disc CD audio system with AM/FM and four high fidelity speakers, and manual air conditioning. Keyless entry is also standard, together with remote central locking system. The latest engine immobiliser and anti-theft system is standard.

Deluxe models additionally offer dual-way opening power sunroof, chrome trims on door handles and exterior mirrors, rear foldable seat (7-seat version), high-fidelity 6 disc CD audio system with AM/FM and six high fidelity speakers. Other standard options for the deluxe models also include automatic air conditioning, leather, titanium-plated steering wheel, leather sports gear shift handle and handbrake, and 3-sensor reversing radar.

Mr Urban said: "We have a long term vision for this brand - on a world-wide scale - and are confident that it is exactly the right product for those seeking a quality car that also offers a range of features and value for money. Part of that long term vision is our commitment to provide first-rate customer service and after sales care, including spare parts and full service options. In order to achieve this, we have already begun to establish a strong dealership network, starting in the UAE, which will be developed across the MENA region."

Establishing a highly-respected dealer network

All three models will be available from Global Automotive Partners, together with their appointed dealers, Omeir Bin Youssef & Sons. Omeir Bin Youssef & Sons is part of the highly-respected Bin Omeir Holding Group, and was established in Abu Dhabi in 1956. The company is held in high esteem across the UAE for its solid financial foundation and integrity, together with its efficient and able management. They have several ultra-moderns showrooms, with full service and spare parts facilities, around Abu Dhabi and Al Ain towns.

Omeir Bin Youssef currently represents world-leading brands, including Peugeot and Samsung, together with a range of commercial vehicle brands. They have also represented Ford Motors and General Motors, winning a special award for Best Dealer Performer for 25 consecutive years. A new showroom, complete with service and spare parts is being built for the Haima brand.