ROX expands Abu Dhabi presence with AI-driven manufacturing at ‘Make it in the Emirates’ exhibition

From Abu Dhabi, ROX continues to strengthen its position as an emerging player in the high-end SUV market, leveraging the emirate’s strategic location and forward-looking vision. This reflects a clear direction toward building an integrated industrial ecosystem driven by artificial intelligence and advanced manufacturing.

During its participation in "Make it in the Emirates", ROX reaffirmed its long-term commitment to the UAE market, noting that selecting Abu Dhabi as a starting point was a strategic decision. The emirate’s geographic position - connecting Asia, Africa, and Europe - makes it an ideal platform for regional and global expansion.

As part of its expansion strategy, the company revealed plans to invest in a fully integrated AI-driven manufacturing facility aimed at redefining production processes and enhancing operational efficiency. Further details related to the project are expected to be announced in September, with plans to reach an annual production capacity of 300,000 vehicles by 2030, positioning the UAE as a global export hub.

On the performance front, ROX has recorded strong growth in the UAE market, with cumulative sales exceeding 5,000 units locally and more than 20,000 units across the Middle East and North Africa region. The company has also achieved over 10% market share in the high-end SUV segment above USD 80,000, making it one of the fastest-growing players in this category.

Harry Wang, CFO at ROX, highlighted that: “Abu Dhabi offers an integrated environment supported by advanced infrastructure and a future-oriented vision, making it an ideal base for companies entering advanced manufacturing and technology sectors. He added that “the UAE’s focus on renewable energy aligns closely with ROX’s strategy in developing new energy vehicles, reinforcing this strategic fit”.

Artificial intelligence has become a core component of ROX’s research and development processes, helping reduce reliance on manual operations while improving precision and accelerating production cycles. The company emphasized that AI is not only transforming how vehicles are manufactured, but also reshaping the entire operational ecosystem and enabling faster innovation.

ROX continues to tailor its products to regional market needs, introducing special editions for the Middle East, including the Falcon Edition and Royal Edition, designed to suit local environmental conditions and lifestyle requirements.

In line with its localization strategy, ROX is working closely with Borouge to develop advanced materials used in its vehicles. Some models incorporate these materials in key components, enhancing manufacturing quality and overall performance.

The company is also placing strong emphasis on aftersales services, recognizing their importance in building customer trust, particularly for a new brand entering the market. In this context, ROX is strengthening its logistics infrastructure through a regional spare parts hub in Jebel Ali, in collaboration with JD Logistics. This hub will serve as a central aftersales platform for the UAE and the wider MENA region.

This development is expected to significantly reduce delivery times for spare parts, with next-day availability within the UAE and delivery across the region within a week, compared to previous waiting periods that could extend to several weeks or months.

ROX emphasized that its success in the UAE market is not limited to its products, but is also driven by strong local partnerships, supported by an open and collaborative business environment that has enabled the company to better understand the market and accelerate its expansion.

Through its current strategy, ROX underlines that it is not pursuing short-term growth, but rather establishing a long-term presence in the UAE by building a fully integrated industrial ecosystem spanning manufacturing, supply chains, and talent development - reinforcing its position as a global brand emerging from the UAE.

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