Shanghai (ZXZC)- China-based Haima Automobile saw its Nov. sales plunge 79.77% over a year earlier to 2,633 units, reaching a new low in monthly sales since 2007, according to local media. The sales of SUVs were only 1,274 units, a sharp year-on-year (YoY) decline of 85.93%.

From January to November, the automaker sold 62,385 vehicles in total, almost halved over the same period a year ago. The year-to-date (YTD) sales of MPVs and SUVs reached 2,598 units and 39,928 units, plummeting 64.69% and 46.77% from the previous year.  

The major factor in the recent sales volume collapse appears to be a relatively slower product changeover. Haima Automobile launched only two overhauled models—the Familia F5 and the second-generation Haima S5 by far this year. Especially, the less-than-expected sales volume from the second-generation Haima S5 which went on sale in July failed to pull the overall sales back on track.

To ease the pressure caused by the simple product structure and vibrate sales performance, Haima Automobile plans to launch a mid-sized SUV code-named SG00 with a wheelbase measuring up to 2.7 meters next year. The new model, featuring a larger size than that of the second-generation Haima S5, is expected to rival such mainstream SUV models as the Haval H6, the Trumpchi GS4 and the Changan CS75 after hitting the market.