ROX completed its Advanced AI Manufacturing Center in Abu Dhabi and commenced local vehicle production, with the first three ROX ADAMAS vehicles carrying the ‘Made in the Emirates’ mark rolling off the production line. The milestone marks a new stage in the company’s localization and expansion in Abu Dhabi.

The new facility builds on the partnership between ROX and the Abu Dhabi Investment Office (ADIO), supporting ROX’s plans to localize its operations across supply chains, technology and design, while contributing to the development of an integrated automotive manufacturing ecosystem.

The development receives support from the Ministry of Industry and Advanced Technology under the ‘Make it in the Emirates’ initiative. It supports the objectives of the National Strategy for Industry and Advanced Technology, ‘Operation 300Bn’.

The facility is expected to provide an initial production capacity of 20,000 vehicles in 2027, with plans to increase this figure to 300,000 vehicles annually by 2030. Production will serve the domestic market while supporting exports to regional and international markets.

The facility covers 10,000 square meters within the industrial ecosystem of Khalifa Economic Zones Abu Dhabi (KEZAD Group). It enables the local sub-assembly of more than 80 types of vehicle components, as well as complete vehicle assembly, calibration, rain testing, road testing, and final inspection before delivery.

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Hasan Jasem Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, said, “The UAE has strengthened its leading position on the global manufacturing map by building a competitive industrial ecosystem based on innovation and advanced technology, while reinforcing its position as an attractive destination for high-value investments and future industries.”

He added, “The start of production of ROX Adamas vehicles in Abu Dhabi reflects the objectives of national initiatives such as Operation 300bn and Make it in the Emirates, and demonstrates the UAE’s ability to attract and localize advanced industries, spanning production and assembly, design, research and development, and artificial intelligence applications.”

ROX also unveiled its AI LAB and Design Studio in Abu Dhabi. The AI LAB will serve as a base for the development of the ROX AGENT AI platform, while the Design Studio will bring together designers from the UAE, China and around the world.

ROX plans to unveil its first UAE-designed vehicle in Abu Dhabi in March 2027. The Abu Dhabi Edition will incorporate influences inspired by Emirati culture.

The Design Studio’s first project is the ‘ROX ADAMAS – Abu Dhabi Edition,’ developed in collaboration with the Design Commission – Abu Dhabi and Al Khaznah Leathers, with a design inspired by Khoos, the traditional Emirati craft of weaving palm fronds.

ROX also announced the second season of GRAND TOUR. Two UAE-manufactured ADAMAS vehicles will travel across Africa, covering Nigeria, Ghana, Côte d’Ivoire, Liberia, Sierra Leone, Guinea, Guinea-Bissau, The Gambia, Senegal and Mauritania, before reaching Casablanca, Morocco.