ROX Launches UAE Production as Abu Dhabi Manufacturing Hub Aims for 300,000 Vehicles by 2030

The first UAE-manufactured ROX ADAMAS vehicles have officially rolled off the production line at the company’s advanced AI manufacturing centre in Khalifa Economic Zones Abu Dhabi. This milestone marks the beginning of a major scale-up in the emirate, with the company projecting an annual capacity of 300,000 vehicles by 2030.

Representatives from the UAE Ministry of Industry and Advanced Technology and the Abu Dhabi Investment Office attended the launch event. Their presence highlighted how ROX’s expansion aligns with the nation’s Operation 300bn strategy to strengthen the industrial sector. The manufacturing centre handles more than 80 types of component sub-assembly processes, followed by vehicle assembly, calibration, rain and road testing, and final pre-delivery inspection.

Alongside the production plant, two new facilities—the ROX AI Lab and the ROX Design Studio—have opened to integrate artificial intelligence development and vehicle design directly into the manufacturing ecosystem. ROX has adopted a "Made in the UAE, Made for the World" strategy, intending for vehicles produced at Kezad to supply both the domestic market and international customers.

The scale of the Kezad site reflects this global ambition, managing the bulk of the vehicle build process on-site rather than relying solely on imported pre-built components. This robust infrastructure supports export volumes and rigorous testing standards.

ROX has rapidly expanded its UAE footprint in less than two years, establishing three showrooms, two aftersales service centres, and a regional parts hub. Across the broader Middle East and North Africa region, the company now operates 37 showrooms and 21 service centres. By uniting production, AI development, and design capabilities in Abu Dhabi, ROX has established a comprehensive operational chain from vehicle development to aftersales support.

To test its latest manufacturing output, two ADAMAS vehicles from the initial UAE batch will soon depart Abu Dhabi for the second season of the ROX Grand Tour. Following a first season that spanned over 25,000km across 13 countries along the old Silk Road, the second season will cross approximately a dozen African countries. This journey will test the new vehicles across diverse climates, roads, and driving conditions to gather crucial real-world performance data.

For Abu Dhabi, the launch of ROX production signifies a concrete advancement toward the objectives of the UAE’s Operation 300bn initiative, backed by ongoing government engagement from the Ministry of Industry and Advanced Technology and ADIO officials.