Abu Dhabi: Chinese automotive company ROX has started producing vehicles in Abu Dhabi, with the first three ROX ADAMAS models manufactured locally receiving the “Made in the Emirates” mark.
The company has completed its Advanced AI Manufacturing Centre within the Khalifa Economic Zones Abu Dhabi (KEZAD) industrial ecosystem, marking a new stage in its plans to establish manufacturing, technology and design operations in the emirate.
The facility was developed with support from the Abu Dhabi Investment Office (ADIO) and the Ministry of Industry and Advanced Technology (MoIAT).
Production to reach 300,000 vehicles
ROX plans to begin with an annual production capacity of 20,000 vehicles in 2027, before increasing output to as many as 300,000 vehicles a year by 2030.
The company expects the Abu Dhabi facility to serve the UAE market while also providing a production base for exports to regional and international destinations.
The development forms part of the UAE’s broader industrial strategy. The government’s Operation 300bn aims to increase the industrial sector’s contribution to the national economy, while the Make it in the Emirates initiative encourages investment, local manufacturing and the development of advanced industrial capabilities.
10,000-square-meter manufacturing center
The ROX facility covers 10,000 square meters and supports several stages of vehicle production.
Operations include local sub-assembly of more than 80 types of components, complete vehicle assembly, calibration, rain testing, road testing and final inspections.
The company says the facility will also connect its manufacturing activities with Abu Dhabi’s wider automotive ecosystem, including engineering, advanced materials, technology, skilled talent and local supply chains.
ROX has been expanding its presence in Abu Dhabi since establishing its global headquarters in the emirate last year.
AI lab and design studio unveiled
Alongside the manufacturing center, ROX has unveiled an AI laboratory and design studio in Abu Dhabi as it expands its research and development capabilities.
The AI lab will support development of the company’s ROX AGENT AI platform, while the design studio will bring together designers from the UAE, China and other markets.
The company plans to reveal its first UAE-designed vehicle in Abu Dhabi in March 2027.
The model, referred to as the ROX ADAMAS – Abu Dhabi Edition, is being developed through ROX’s international design network and is expected to draw inspiration from Emirati culture.
One design project is incorporating elements inspired by Khoos, the traditional Emirati craft of weaving palm fronds, with the work involving the Design Commission – Abu Dhabi and Al Khaznah Leathers.
UAE-made vehicles to enter global markets
ROX is also using its Abu Dhabi production base as part of an international expansion strategy.
Two vehicles from the first batch of UAE-manufactured ADAMAS models are scheduled to travel across Africa as part of the second season of the company’s GRAND TOUR initiative.
The planned route covers Nigeria, Ghana, Côte d’Ivoire, Liberia, Sierra Leone, Guinea, Guinea-Bissau, The Gambia, Senegal and Mauritania before reaching Casablanca, Morocco.
The vehicles will carry the “Made in the Emirates” mark during the journey, providing an international showcase for the company’s locally manufactured models.
Abu Dhabi expands future-industry manufacturing
ROX’s investment adds to Abu Dhabi’s efforts to attract advanced manufacturing and build industrial capabilities around technology-intensive sectors.
The emirate has positioned industrial zones, integrated supply chains, infrastructure and access to international markets as key elements of its strategy to attract manufacturers and support their expansion.
For the UAE, the ROX facility also aligns with efforts to increase local industrial value and develop manufacturing capabilities beyond traditional sectors.
The company’s next major milestone will be the planned launch of its UAE-designed ADAMAS edition in March 2027, while production capacity is expected to scale substantially over the following years.
