ROX Marks Manufacturing Milestone with First 100 Locally Made Vehicles

The delivery of Abu Dhabi's first batch of 100 Made in the Emirates vehicles represents a significant stride in the nation's pursuit of advanced industrial capability and economic diversification.

In six months, ROX transformed a vision into reality. The automotive manufacturer, working alongside government partners, has completed its advanced facility in Khalifa Economic Zones Abu Dhabi and delivered its first batch of 100 locally manufactured vehicles bearing the Made in the Emirates mark. Each arrives as a numbered luxury SUV, a tangible expression of the UAE’s commitment to building a sophisticated industrial ecosystem.

The milestone emerged from collaboration between the Ministry of Industry and Advanced Technology, the Abu Dhabi Investment Office and ROX itself. The company’s AI Manufacturing Centre, which integrates production, design and artificial intelligence capabilities under one roof, represents a deliberate architectural approach to modern manufacturing. Rather than treating these disciplines as separate functions, ROX has woven them together, allowing innovation to flow naturally through the production process.

Hasan Jasem Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, observed that the delivery carries strategic significance beyond the vehicles themselves. ‘The UAE continues to develop an integrated industrial and investment ecosystem that attracts investment,’ he said, noting that such projects strengthen the nation’s industrial resilience amid global supply chain complexities. ‘Built on best-practice production standards, the Made in the Emirates mark has earned credibility in global markets.’

The venture sits within a broader national framework. Operation 300bn, the National Strategy for Industry and Advanced Technology, seeks to expand the industrial sector’s contribution to the economy whilst advancing automation and technological adoption. The Make it in the Emirates initiative supports these ambitions by nurturing local manufacturing capability. ROX’s operations exemplify this philosophy in action: international investment channelled through domestic infrastructure to create high-value products.

Mohammad Ali Al Kamali, Chief Trade and Industry Officer at ADIO, characterised the delivery as evidence of how investment translates into tangible industrial capacity. ‘Abu Dhabi continues to offer manufacturers competitive advantages through advanced infrastructure, connectivity and partnerships,’ he explained, underscoring the emirate’s role as a base from which companies can serve regional and international markets.

Jarvis, Founder and CEO of ROX, framed the achievement as a foundation for expansion. ‘The delivery of our first UAE-manufactured vehicles is an important milestone in ROX’s long-term commitment to Abu Dhabi and the UAE,’ he stated. The facility’s integration of manufacturing, design and artificial intelligence capabilities positions the company to serve regional customers whilst developing local supply chains and industrial expertise.

The facility itself comprises three distinct yet interconnected spaces: the Manufacturing Centre where vehicles take physical form, an AI Lab exploring intelligent systems, and a Design Studio where aesthetic and functional innovation converge. This architecture reflects contemporary manufacturing philosophy, where advanced technology and human creativity operate in concert rather than isolation.

What it means for Abu Dhabi

The delivery represents tangible progress toward the Abu Dhabi Industrial Strategy, which envisions a comprehensive automotive ecosystem spanning manufacturing, design, advanced technology and research. ROX’s presence contributes to this vision by establishing production capacity, developing local expertise and strengthening supply chain integration. As manufacturing operations expand, opportunities emerge for skilled employment, technological knowledge transfer and industrial partnerships across the emirate.

More broadly, the achievement demonstrates Abu Dhabi’s capacity to attract substantial international industrial investment and transform it into locally manufactured products of global quality. The Made in the Emirates mark, earned through adherence to rigorous production standards, signals to international markets that Abu Dhabi’s industrial base meets the highest expectations. This credibility opens doors for future investment in advanced manufacturing sectors, reinforcing the emirate’s role as a centre for sophisticated industrial capability and innovation.

Source: WAM