VIDEO: ROX Motor's ADIO-backed expansion positions Abu Dhabi at the centre of global innovation growth

In a landmark event reflecting Abu Dhabi’s ambition and leadership in innovation, ROX Motor officially launched its global flagship SUV, the ROX ADAMAS, in the heart of the UAE capital. The launch marks a significant milestone in ROX Motor’s international journey and exemplifies the deepening collaboration between China and the UAE in pioneering next-generation mobility solutions.

Senior dignitaries giving the event an elevated, formal, and prestigious tone attended the grand unveiling. The launch underscores Abu Dhabi’s growing reputation as a global hub for luxury automotive premieres, cutting-edge technology, and forward-thinking innovation. The Abu Dhabi Investment Office (ADIO) served as a strategic partner, supporting the launch and reinforcing the emirate’s vision for advancing innovation, sustainable mobility, and the localization of future industries.

Innovation and Collaboration at the Core

The ROX ADAMAS launch coincided with the inauguration of the Borouge ROX Innovative Materials Joint Laboratory, designed to accelerate research and jointly develop specialized materials for ROX vehicles. This collaboration not only highlights technical innovation but also strengthens Abu Dhabi’s position as a center for advanced mobility solutions, setting a benchmark for integrating luxury, technology, and sustainability.

Mohammad Ali Al Kamali, Chief Trade & Industry Officer at ADIO, stated: “The launch of ROX ADAMAS from Abu Dhabi represents a strategic milestone that underscores the emirate’s position as a global hub for innovation and future industries. The partnership between ROX Motors and Borouge demonstrates how global innovation can be harnessed to build integrated industrial and commercial ecosystems, support sustainable mobility, and unlock new opportunities for investment and localisation. At ADIO, we believe that the future is built through collaboration, and this initiative exemplifies our commitment to empowering global innovators”.

Jarvis Yan, Founder and CEO of ROX Motor, added: “ROX ADAMAS represents the next phase of our international strategy and our long-term commitment to Abu Dhabi as a partner in shaping the future of luxury mobility. By aligning closely with Abu Dhabi’s industrial vision and innovation agenda, we aim to redefine what a luxury new-energy brand can represent globally”.

Luxury, Performance, and Versatility

Guided by the “Gliding Luxury” philosophy, ROX ADAMAS combines power, precision, and elegance in a seamless driving experience. The SUV is available in six- and seven-seat configurations, providing versatility for family travel, long-distance adventures, and everyday comfort. Its next-generation REEV system delivers a pure-electric range of 235 km and a total range of 1,226 km, while the dual-motor AWD system produces 350 kW, 740 N·m of torque, and accelerates from 0–100 km/h in just 5.5 seconds.

A closed air suspension with DCC adaptive damping ensures comfort and control across all terrains, supported by optimized driving modes for roads, mountains, mud, snow, sand, and wading. Off-road cruise control and hill descent systems enhance stability, safety, and ease of operation, while the desert-specific thermal management system maintains peak performance even in extreme conditions.

Smart Interior Meets Outdoor Elegance

Inside, the ROX OS Intelligent Cockpit, powered by the Qualcomm 8155 chip, integrates Arabic voice control, multi-screen interaction, and a global app ecosystem. Advanced features include L2+ driver assistance, OTA updates, and V2L outputs, while the tailgate kitchen and roof-edge canopy transform the vehicle into a sophisticated outdoor living space, carrying the concept of “Gliding Luxury” from urban streets to vast natural landscapes.

Jarvis Yan emphasized: “ROX ADAMAS demonstrates how technology, craftsmanship, and partnership can evolve together. Born from Chinese innovation and refined to Abu Dhabi’s exacting standards, it embodies the belief that true luxury lies in collaboration and progress”.

The launch of ROX ADAMAS is the first milestone in ROX Motor strategy of global integration and collaboration. Through partnerships with Borouge and ADIO, ROX Motor continues to redefine mobility innovation, combining luxury, sustainability, and adventure, while positioning Abu Dhabi as a premier destination for world-class automotive launches and technological excellence.