On September 3, 2026, ROX unveiled its state-of-the-art Advanced AI Manufacturing Centre in Abu Dhabi, marking a pivotal moment in the company’s expansion strategy within the United Arab Emirates. This strategic move has resulted in the first batch of ROX ADAMAS vehicles proudly carrying the ‘Made in the Emirates’ label, symbolizing a significant advancement in the UAE’s automotive manufacturing landscape.
Strategic Partnership and Localisation Efforts
The establishment of this high-tech facility is the result of a strategic partnership between ROX and the Abu Dhabi Investment Office (ADIO). The initiative aligns with the UAE’s ambitious ‘Make it in the Emirates’ campaign, which aims to bolster local industries by integrating supply chains, technology, and design within the emirate.
This development is further supported by the Ministry of Industry and Advanced Technology under the national strategy known as ‘Operation 300Bn’. This strategy aims to position the UAE as a leading hub for future-oriented industries, leveraging advanced technology and innovation to create a competitive industrial ecosystem.
Government Support and Industrial Growth
Undersecretary of the Ministry of Industry and Advanced Technology, E. Hasan Jasem Al Nowais, emphasized the UAE’s commitment to establishing a robust manufacturing sector. ‘The UAE has carved out a significant place on the global manufacturing map by fostering an environment that encourages innovation and high-value investments,’ Al Nowais stated.
The opening of the ROX facility reflects the broader goals of national initiatives, which seek to attract and localize advanced industries spanning design, production, and artificial intelligence. This endeavor not only enhances the In-Country Value but also creates quality opportunities for Emirati talent.
Production Capacity and Future Prospects
The new manufacturing hub is set to initially produce 20,000 vehicles by 2027, with ambitious plans to scale up to 300,000 vehicles annually by 2030. This expansion will not only meet domestic market demands but also support exports to regional and international markets.
According to Mohammad Ali Al Kamali, Chief Trade and Industry Officer at ADIO, ROX’s growth in Abu Dhabi exemplifies how strategic industrial investments can convert into local production capabilities. ‘Abu Dhabi provides the necessary infrastructure and connectivity for manufacturers to thrive globally,’ Al Kamali noted.
Facility Features and Capabilities
Located within the Khalifa Economic Zones Abu Dhabi (KEZAD), the facility spans 10,000 square meters and supports the localization of high-value industries. It encompasses a comprehensive suite of operations, from sub-assembly of over 80 types of vehicle components to complete vehicle assembly, calibration, and final inspection.
This robust setup not only enhances ROX’s local manufacturing capabilities but also strengthens its ties with Abu Dhabi’s burgeoning automotive sector, which is rich in engineering talent, advanced materials, and sophisticated supply chains.
Global Expansion and Cultural Integration
Jarvis, Founder and CEO of ROX, expressed optimism about the company’s future in the UAE. ‘This new manufacturing center is a significant milestone in our journey. We are committed to making the UAE a cornerstone of our global growth and contributing to its economic ambitions,’ Jarvis stated.
In furthering its commitment to localize operations, ROX has also launched an AI LAB and Design Studio in Abu Dhabi. These initiatives are set to enhance design and research capabilities, with the AI LAB focusing on the development of the ROX AGENT AI platform. The Design Studio aims to integrate global design influences, including elements inspired by Emirati culture.
Upcoming Projects and Global Journeys
As part of its ongoing projects, ROX plans to unveil its first UAE-designed vehicle in March 2027. This ‘Abu Dhabi Edition’ will reflect local cultural influences and is being developed in collaboration with the Design Commission and Al Khaznah Leathers.
Furthermore, ROX has announced the launch of the second season of the GRAND TOUR. Two vehicles from the initial batch of UAE-manufactured ADAMAS are set to embark on a trans-African journey, showcasing the capabilities of UAE-made vehicles across diverse markets.
The expansion of ROX’s operations underscores Abu Dhabi’s proactive approach to industrial growth, providing manufacturers with advanced infrastructure and access to global markets, thus supporting business expansion and international reach.
