ROX launches local production with three ADAMAS vehicles awarded Made in the Emirates mark.
Abu Dhabi: ROX has completed its Advanced AI Manufacturing Centre in Abu Dhabi and begun 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 phase in the company’s localisation and expansion plans in Abu Dhabi.
The new facility builds on ROX’s partnership with the Abu Dhabi Investment Office (ADIO), supporting the company’s efforts to localise operations across supply chains, technology and design while contributing to the development of an integrated automotive manufacturing ecosystem.
The development is supported by the Ministry of Industry and Advanced Technology under the “Make it in the Emirates” initiative and aligns with the objectives of the National Strategy for Industry and Advanced Technology, known as “Operation 300Bn”. The strategy aims to strengthen the UAE’s position as a leading global hub for future-focused industries.
Hasan Jasem Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, said the UAE had strengthened its position on the global manufacturing map by developing a competitive industrial ecosystem built around innovation and advanced technology. He added that the country was also reinforcing its appeal as a destination for high-value investment and future-focused industries.
He said the Ministry of Industry and Advanced Technology, working with its partners, was continuing to build a flexible industrial environment that supports global companies in localising operations, transferring knowledge and technology, and developing integrated supply chains.
“These efforts contribute to enhancing In-Country Value, improving the competitiveness of products manufactured in the UAE, and creating high-quality opportunities for Emirati talent,” Al Nowais said.
“The start of ROX ADAMAS vehicle production in Abu Dhabi reflects the objectives of national initiatives such as Operation 300Bn and Make it in the Emirates. It also demonstrates the UAE’s ability to attract and localise advanced industries across production and assembly, design, research and development, and artificial intelligence applications,” he said.
The new facility is expected to have an initial production capacity of 20,000 vehicles in 2027, with plans to increase output to 300,000 vehicles annually by 2030. Production will serve the domestic market while supporting exports to regional and international markets.
Mohammad Ali Al Kamali, Chief Trade and Industry Officer at the Abu Dhabi Investment Office (ADIO), said ROX’s progress in Abu Dhabi demonstrated how industrial investment could translate into local production, deeper industrial capabilities and global growth.
“By anchoring more of its manufacturing and value chain in the emirate, ROX is contributing to an automotive ecosystem designed to support localisation, strengthen supply chains and enable exports. Abu Dhabi gives manufacturers the infrastructure, connectivity and partners to establish, scale and compete globally from a single base,” Al Kamali said.
The 10,000-square-metre facility is located within the industrial ecosystem of Khalifa Economic Zones Abu Dhabi (KEZAD Group) and supports efforts to localise high-value industries and strengthen national manufacturing capabilities.
The facility enables the local sub-assembly of more than 80 types of vehicle components, alongside complete vehicle assembly, calibration, rain testing, road testing and final inspections before delivery.
It also strengthens ROX’s local manufacturing capabilities and its links with Abu Dhabi’s automotive sector, including engineering, advanced materials, technology, talent and supply chains.
Jarvis, Founder and CEO of ROX, said the opening of the new manufacturing centre marked an important milestone for the company and the beginning of its plans to expand from Abu Dhabi into international markets.
“We look forward to establishing the UAE as a key part of our global growth journey and building a company that the UAE can be proud of while contributing to its economic ambitions,” he said.
The development is part of ROX’s plans to localise its operations in Abu Dhabi, announced alongside the establishment of its global headquarters in the emirate. The move is intended to strengthen the company’s presence and support the expansion of its operations.
Since establishing its global headquarters in Abu Dhabi last year, ROX has continued to expand its operations in the emirate, culminating in the start of local vehicle production and marking a new phase in the company’s growth.
ROX has also unveiled an AI LAB and Design Studio in Abu Dhabi as part of its plans to expand its design and research and development capabilities in the emirate. The AI LAB will serve as a base for developing the ROX AGENT AI platform, while the Design Studio will bring together designers from the UAE, China and other markets.
ROX plans to unveil its first UAE-designed vehicle in Abu Dhabi in March 2027. The Abu Dhabi Edition will be developed through the company’s global design network and will incorporate design influences inspired by Emirati culture.
ROX is working to establish an integrated vehicle development ecosystem that brings technology, design and manufacturing together in a single base. The Design Studio’s first project reflects this approach through the development of the “ROX ADAMAS – Abu Dhabi Edition” in collaboration with the Design Commission – Abu Dhabi and Al Khaznah Leathers. The vehicle’s design draws inspiration from Khoos, a traditional Emirati craft involving the weaving of palm fronds.
The company also announced the second season of GRAND TOUR, with two vehicles from the first batch of UAE-manufactured ADAMAS vehicles set to depart Abu Dhabi on a journey across Africa. The route will cover Nigeria, Ghana, Côte d’Ivoire, Liberia, Sierra Leone, Guinea, Guinea-Bissau, The Gambia, Senegal and Mauritania before reaching Casablanca, Morocco.
The two vehicles will carry the “Made in the Emirates” mark as they travel through a range of markets and operating environments. The journey highlights ROX’s expansion into international markets from its growing production base in Abu Dhabi while showcasing the capabilities and performance of UAE-manufactured vehicles.
The company’s expansion reflects Abu Dhabi’s strategy of supporting industrial growth by developing local production capabilities and providing manufacturers with access to advanced infrastructure, integrated supply chains, specialised talent and global markets to support business growth and international expansion.
