ROX has officially started vehicle production at its new Abu Dhabi factory, with the first UAE-built ROX ADAMAS models now rolling off the production line. The new facility strengthens the company's manufacturing presence in the UAE and is designed to support production for local, GCC and international markets.
The first three vehicles produced at the facility carry the “Made in the Emirates” mark, marking a new stage in ROX's plans to establish Abu Dhabi as a base for manufacturing, vehicle development and artificial intelligence technology.
What is ROX's Abu Dhabi factory?
ROX's Abu Dhabi factory is a 10,000-square-metre manufacturing facility located within the Khalifa Economic Zones Abu Dhabi (KEZAD). The site combines vehicle assembly with component sub-assembly, testing and final inspection, giving ROX a broader local manufacturing operation.
The facility is expected to produce up to 20,000 vehicles in 2027, before the company targets an annual production capacity of 300,000 vehicles by 2030. Vehicles produced in Abu Dhabi are planned for the UAE as well as export markets.
ROX ADAMAS production begins in the UAE
The start of ROX ADAMAS production is the first major output from the new Abu Dhabi facility. The plant can sub-assemble more than 80 types of vehicle components and also handles complete vehicle assembly, calibration, rain testing, road testing and final inspection.
ROX's manufacturing plans form part of its wider cooperation with the Abu Dhabi Investment Office and KEZAD Group. The project also receives support from the UAE Ministry of Industry and Advanced Technology through the Make it in the Emirates initiative.
Abu Dhabi becomes a ROX design and AI hub
ROX is positioning Abu Dhabi as more than a production base. The company has also opened an AI LAB and Design Studio in the emirate, expanding its local activities into artificial intelligence, vehicle design, research and future product development.
The AI LAB will work on the company's ROX AGENT artificial intelligence platform, while the design studio will bring together designers from the UAE, China and other international markets. ROX established its global headquarters in Abu Dhabi in 2025 and operates a regional parts distribution hub in Jebel Ali, Dubai.
UAE-designed ROX ADAMAS planned for 2027
The next major step will be the ROX ADAMAS Abu Dhabi Edition, which is scheduled to be unveiled in Abu Dhabi in March 2027. The project is being developed through ROX's global design network in collaboration with Design Commission – Abu Dhabi and Al Khaznah Leathers.
ROX says the special edition will incorporate design influences from Emirati culture, including inspiration from Khoos, the traditional craft of weaving palm fronds.
What does the UAE factory mean for ROX?
ROX's Abu Dhabi factory gives the brand a local manufacturing base while linking vehicle production with design and AI development. For the UAE automotive sector, the project also adds another manufacturer to the country's expanding industrial ecosystem and could strengthen Abu Dhabi's role in future vehicle development.
Two ADAMAS vehicles from the first Abu Dhabi production batch are also planned to participate in ROX's second GRAND TOUR season, travelling from Abu Dhabi through several African countries before finishing in Casablanca, Morocco. Both vehicles will carry the “Made in the Emirates” mark.
What is next for ROX in the UAE?
ROX's immediate focus will be on expanding production, developing its Abu Dhabi-based technology and design operations, and preparing the UAE-designed ADAMAS for its planned 2027 unveiling. The company's longer-term target is to reach 300,000 vehicles of annual production capacity in Abu Dhabi by 2030.
For the latest ROX cars, prices and specifications in the UAE, follow YallaMotor's updated model guides and automotive news coverage.
FAQs
Where is the new ROX factory located?
The ROX factory is located within Khalifa Economic Zones Abu Dhabi (KEZAD).
What vehicle is being produced at the ROX Abu Dhabi factory?
The first vehicles produced at the facility are ROX ADAMAS models carrying the “Made in the Emirates” mark.
How many vehicles will the ROX factory produce?
ROX expects the facility to reach a production capacity of 20,000 vehicles in 2027, with a longer-term target of 300,000 vehicles annually by 2030.
When will the UAE-designed ROX ADAMAS be revealed?
The ROX ADAMAS Abu Dhabi Edition is scheduled to be unveiled in Abu Dhabi in March 2027.
