ROX Launches Local Vehicle Production in Abu Dhabi with the First ADAMAS Models

ROX has successfully completed its Advanced AI Manufacturing Centre in Abu Dhabi and commenced local vehicle production, with the first three ROX ADAMAS vehicles bearing the Made in the Emirates mark rolling off the production line. This milestone marks a new phase in the company’s localisation and expansion efforts within Abu Dhabi.

The new facility builds on the strategic partnership between ROX and the Abu Dhabi Investment Office. It supports ROX’s plans to localise operations across supply chains, technology, and design, while contributing to the development of an integrated automotive manufacturing ecosystem. The development receives backing from the Ministry of Industry and Advanced Technology under the Make it in the Emirates initiative, aligning with the objectives of the National Strategy for Industry and Advanced Technology and Operation 300Bn to position the country as a leading global hub for future industries.

Hasan Jasem Al Nowais, undersecretary of the Ministry of Industry and Advanced Technology, stated that the UAE has reinforced its prominent standing on the global manufacturing map by fostering a competitive industrial ecosystem driven by innovation and advanced technology. He emphasized that the ministry continues to cultivate a growth-enabling environment that aids global companies in localising operations, transferring knowledge, and creating high-quality opportunities for Emirati talent.

The facility is projected to achieve an initial production capacity of 20,000 vehicles in 2027, with long-term plans to scale up to 300,000 vehicles annually by 2030 to serve both domestic and international markets.

Mohammad Ali Al Kamali, chief trade and industry officer at the Abu Dhabi Investment Office, noted that ROX’s progress illustrates how industrial investments translate into tangible local production and global growth. Spanning 10,000 square metres within the industrial ecosystem of Khalifa Economic Zones Abu Dhabi – Kezad Group, the facility enables local sub-assembly for over 80 types of vehicle components alongside complete vehicle assembly, calibration, rain testing, road testing, and final inspection.

Jarvis, founder and chief executive of ROX, highlighted that opening the manufacturing centre is a pivotal step for expanding the brand's presence from Abu Dhabi into international markets. Alongside the manufacturing plant, ROX has unveiled its AI LAB and Design Studio in Abu Dhabi. The AI LAB will serve as the development base for the ROX AGENT AI platform, while the Design Studio will bring together designers globally.

ROX plans to unveil its first UAE-designed vehicle, the Abu Dhabi Edition, in March 2027. Developed in collaboration with the Design Commission – Abu Dhabi and Al Khaznah Leathers, the design draws inspiration from Khoos, the traditional Emirati craft of weaving palm fronds.

In addition, ROX announced the second season of GRAND TOUR, featuring two vehicles from the initial batch of UAE-manufactured ADAMAS embarking on a trans-African journey covering nations such as Nigeria, Ghana, Cote d'Ivoire, Liberia, Sierra Leone, Guinea, Guinea-Bissau, The Gambia, Senegal, and Mauritania, before concluding in Casablanca, Morocco.