Make it in the Emirates: ROX delivers its first 100 Abu Dhabi-built vehicles
ROX has delivered its first batch of 100 vehicles manufactured in the UAE and bearing the Made in the Emirates mark as part of its UAE Signature Edition, produced at its AI Manufacturing Centre in Khalifa Economic Zones Abu Dhabi (KEZAD).
The batch is the result of cooperation between the Ministry of Industry and Advanced Technology, the Abu Dhabi Investment Office and the company, as part of efforts to localise manufacturing and expand the company's presence in Abu Dhabi. The ministry supports the project under the Make it in the Emirates initiative and the goals of the National Strategy for Industry and Advanced Technology, Operation 300bn.
H.E. Hasan Jasem Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, said delivering 100 vehicles with the national mark "carries strategic value" and opens the way to more high-quality investment and localised know-how, especially amid global supply-chain challenges. Mohammad Ali Al Kamali, Chief Trade and Industry Officer at the Abu Dhabi Investment Office, said the company's journey in the emirate shows how investment translates into tangible industrial capabilities.
The company built its Abu Dhabi facility in six months; it includes a manufacturing centre, an AI lab and a design studio. The 100 vehicles, all luxury SUVs produced through a numbered production process, carry the Made in the Emirates mark on their bodywork, and continued production is expected to support the company's plans to expand into regional markets.
Al Majlis Analysis: A hundred vehicles is a modest number by global car-industry standards, but its significance lies in being the first practical proof that Abu Dhabi's industrial ecosystem can attract an international manufacturer and turn its investment into local production in a short time; the facility was built in six months. More important, the project brings manufacturing, design and artificial intelligence under one roof, which goes beyond traditional assembly towards knowledge transfer and local supply chains. If production continues and expands into regional markets as planned, this first batch could become the starting point of a UAE automotive sector that serves the Operation 300bn goal of raising industry's contribution to the national economy.