ROX has launched local vehicle production in Abu Dhabi, with the first three ROX ADAMAS vehicles bearing the “Made in the UAE” label rolling off the production line at its new facility.

The 10,000-square-metre facility is located in Khalifa Economic Zones Abu Dhabi (KEZAD). Its annual production capacity is expected to reach 20,000 vehicles by 2027 and 300,000 by 2030. In addition to the UAE market, the vehicles will be exported to regional and international markets.

Localising the Automotive Industry

The project builds on ROX’s partnership with the Abu Dhabi Investment Office (ADIO) and is supported by the Ministry of Industry and Advanced Technology. It forms part of the Make it in the Emirates initiative and the Operation 300Bn strategy.

The plant can locally assemble more than 80 types of automotive components and handles processes including full assembly, calibration, rain testing, road testing and final inspection.

ROX, which established its global headquarters in Abu Dhabi last year, plans to use the UAE as a base for its global expansion by developing its supply chain, technology, design and manufacturing capabilities.

Expanding AI and Design Capabilities in Abu Dhabi

ROX has also opened an artificial intelligence laboratory and design studio in Abu Dhabi. The laboratory will focus on developing the ROX AGENT AI platform, while the design studio will bring together specialists from the UAE, China and other countries.

The company plans to unveil the first vehicle designed in the UAE in Abu Dhabi in March 2027. The ROX ADAMAS – Abu Dhabi Edition will draw inspiration from the traditional Emirati art of palm-frond weaving.

UAE-Made Vehicles Head to Africa

Two of the first vehicles manufactured in Abu Dhabi will travel from the UAE to Africa during the second season of the ROX Grand Tour.

Bearing the “Made in the UAE” label, the vehicles will pass through countries including Nigeria, Ghana, Ivory Coast, Senegal and Mauritania before completing their journey in Casablanca, Morocco. The tour is part of ROX’s plan to showcase its Abu Dhabi-made vehicles in global markets.