ROX Expands Global SUV Operations from Abu Dhabi

May 7, 2026

86 min

May 7, 2026 10:31

ROX bets on Abu Dhabi to build its global SUV business

## ROX's Strategic Move to Abu Dhabi

ROX, a luxury SUV manufacturer, is centering its global expansion strategy around Abu Dhabi. The company plans to start producing vehicles in the UAE, leveraging local partnerships in manufacturing, materials, and talent development. This aligns with Abu Dhabi's industrial goals, particularly in advanced manufacturing and AI technologies.

## Abu Dhabi as a Global Base

ROX has chosen Abu Dhabi for its strategic location and robust industrial policies. The UAE is a key market for ROX, with over 5,000 vehicles sold locally and more than 20,000 across the MENA region. The company sees Abu Dhabi as a hub for reaching markets in Africa, Asia, and Europe.

## Advanced AI Manufacturing

In partnership with KEZAD Group, ROX is developing an Advanced AI Manufacturing Centre in Abu Dhabi, set to begin operations in September. The facility aims to produce 300,000 vehicles annually by 2030, initially serving the UAE and GCC markets.

## UAE-Inspired Design

ROX's design philosophy is heavily influenced by UAE's luxury and cultural elements. The ADAMAS Royal Edition, for instance, features design cues inspired by the UAE's desert and traditional attire.

## Local Partnerships and Talent Development

ROX is collaborating with UAE companies like Borouge for advanced materials and ADVETI for talent development in AI and new energy technologies. The company is also establishing a spare parts hub in Jebel Ali to enhance after-sales support.

## Export and Market Strategy

The UAE will serve as ROX's export platform to the Middle East, Africa, and Central Asia. The "Made in the UAE" label is expected to bolster ROX's brand as it enters new markets. The company has already secured a significant market share in the UAE's luxury SUV segment.

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