Photo Credit : WAM
ROX has started local production of its ADAMAS vehicles at a newly completed Advanced AI Manufacturing Centre in Abu Dhabi, marking a major step in the company’s expansion and localisation plans in the UAE.
The first three ROX ADAMAS vehicles carrying the “Made in the Emirates” mark have rolled off the production line, strengthening Abu Dhabi’s ambitions to develop a competitive automotive manufacturing industry built around advanced technology, design and innovation.
The manufacturing centre is part of ROX’s partnership with the Abu Dhabi Investment Office (ADIO) and supports efforts to localise the company’s supply chains, technology, design and production capabilities in the emirate.
The project is also supported by the Ministry of Industry and Advanced Technology under the Make it in the Emirates initiative and aligns with the UAE’s National Strategy for Industry and Advanced Technology, known as Operation 300Bn.
Hasan Jasem Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, said the UAE has strengthened its position on the global manufacturing map by building an industrial ecosystem focused on innovation, advanced technologies and high-value investment.
He said the ministry is working with partners to create a flexible industrial environment that encourages international companies to localise operations, transfer technology and knowledge, strengthen supply chains and create opportunities for Emirati talent.
Al Nowais added that the start of ROX ADAMAS production in Abu Dhabi demonstrates the UAE’s ability to attract advanced industries covering vehicle assembly, production, design, research and development, as well as artificial intelligence applications.
ROX expects the facility to reach an initial production capacity of 20,000 vehicles in 2027, with plans to increase output to 300,000 vehicles annually by 2030. Production is expected to serve the UAE market while also supporting exports across regional and international markets.
Mohammad Ali Al Kamali, Chief Trade and Industry Officer at ADIO, said ROX’s progress demonstrates how industrial investment can lead to local production, stronger manufacturing capabilities and international growth.
He said Abu Dhabi provides manufacturers with the infrastructure, connectivity, supply-chain partnerships and access to global markets needed to establish operations and expand internationally.
Located within Khalifa Economic Zones Abu Dhabi, KEZAD Group, the new facility covers approximately 10,000 square metres and has been designed to strengthen local manufacturing capabilities.
The centre can handle the local sub-assembly of more than 80 types of vehicle components, in addition to complete vehicle assembly, calibration, rain testing, road testing and final inspections before delivery.
The facility also connects ROX with Abu Dhabi’s broader automotive ecosystem, including engineering expertise, advanced materials, technology providers, skilled talent and integrated supply chains.
Jarvis, Founder and CEO of ROX, described the opening of the manufacturing centre as an important milestone in the company’s international expansion.
He said Abu Dhabi would serve as a key base for ROX’s future growth, with the company aiming to contribute to the UAE’s economic and industrial ambitions while expanding into overseas markets.
The launch follows ROX’s decision to establish its global headquarters in Abu Dhabi. Since setting up its headquarters in the emirate last year, the company has continued to expand its local operations, with vehicle production representing the latest stage of that strategy.
ROX has also unveiled an AI LAB and Design Studio in Abu Dhabi as part of plans to build its research, development and vehicle-design capabilities in the UAE.
The AI LAB will support development of the ROX AGENT AI platform, while the Design Studio will bring together designers from the UAE, China and other international markets.
The company plans to unveil its first UAE-designed vehicle in Abu Dhabi in March 2027. Known as the Abu Dhabi Edition, the vehicle will be developed through ROX’s global design network and will feature design influences inspired by Emirati culture.
The Design Studio’s first project, the ROX ADAMAS – Abu Dhabi Edition, is being developed in collaboration with the Design Commission – Abu Dhabi and Al Khaznah Leathers.
Its design draws inspiration from Khoos, the traditional Emirati craft of weaving palm fronds, combining local cultural elements with modern automotive design.
ROX also announced the second season of its GRAND TOUR, with two vehicles from the first UAE-manufactured ADAMAS batch preparing for a journey across Africa.
The vehicles will travel from Abu Dhabi through Nigeria, Ghana, Côte d’Ivoire, Liberia, Sierra Leone, Guinea, Guinea-Bissau, The Gambia, Senegal and Mauritania before reaching Casablanca, Morocco.
Both vehicles will carry the “Made in the Emirates” mark during the journey, which is intended to showcase the capabilities and performance of UAE-manufactured vehicles across different markets and operating conditions.
ROX’s expansion forms part of Abu Dhabi’s broader strategy to attract advanced industries, localise production and provide manufacturers with access to infrastructure, specialised talent, integrated supply chains and international markets.
