ROX begins ADAMAS production in Abu Dhabi
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Local vehicle production at the new 10,000-square-metre Advanced AI Manufacturing Centre in KEZAD is planned to reach an annual capacity of 300,000 vehicles by 2030
ROX has commenced vehicle production in Abu Dhabi, with the first three ROX ADAMAS vehicles rolling off the line carrying the “Made in the Emirates” mark. Production is taking place at the company’s newly completed Advanced AI Manufacturing Centre, a 10,000-square-metre facility located within Khalifa Economic Zones Abu Dhabi (KEZAD). The move forms part of ROX’s wider localisation and expansion plans in the UAE automotive sector. The facility is expected to provide an initial production capacity of 20,000 vehicles in 2027, before scaling up to a planned 300,000 vehicles annually by 2030. Production is intended to serve both the UAE market and exports to regional and international markets.
More than vehicle assembly
ROX says the Abu Dhabi facility is capable of locally sub-assembling more than 80 types of vehicle components. Operations also include complete vehicle assembly, calibration, rain testing, road testing and final inspection before delivery.
The manufacturing project builds on ROX’s partnership with the Abu Dhabi Investment Office (ADIO) and is supported by the UAE Ministry of Industry and Advanced Technology under the Make it in the Emirates initiative.
The programme is also aligned with the UAE’s Operation 300Bn industrial strategy, which aims to expand the contribution and competitiveness of the country’s industrial sector.
Mohammad Ali Al Kamali, Chief Trade and Industry Officer at ADIO, said ROX’s investment demonstrates how automotive manufacturing projects can support local production, strengthen supply chains and create an ecosystem capable of serving export markets.
UAE-designed ROX coming in 2027
Manufacturing is only one part of ROX’s Abu Dhabi expansion. The company has also unveiled an AI LAB and Design Studio in the emirate.
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.
ROX 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 the company’s global design network in collaboration with the Design Commission – Abu Dhabi and Al Khaznah Leathers.
According to ROX, the vehicle will incorporate elements influenced by Emirati culture, including inspiration from Khoos, the traditional craft of weaving palm fronds.
The latest development follows ROX’s decision to establish its global headquarters in Abu Dhabi last year, as the company works to integrate manufacturing, engineering, technology and design operations in the emirate.
UAE-built ADAMAS models head to Africa
Two vehicles from the first batch of UAE-manufactured ADAMAS models are also set to take part in the second season of ROX’s GRAND TOUR.
The vehicles will travel from Abu Dhabi across several African countries, including 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 ROX says will showcase the capabilities of its UAE-manufactured vehicles across different markets and operating conditions.
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