ROX Adamas makes global debut in Abu Dhabi

Chinese luxury carmaker ROX has officially unveiled its new global flagship SUV, the ROX Adamas, during a grand launch event held at the Emirates Palace in Abu Dhabi. The debut marks a significant milestone for the brand as it sets its sights on the international luxury market, beginning from the heart of the Middle East.

The Adamas embodies ROX’s philosophy of “refined power,” combining expressive design with cutting-edge electric performance and handcrafted luxury. The SUV’s exterior colour palette is inspired by the natural landscapes of the Middle East, drawing from desert sands, shimmering coasts, and golden sunsets to create a uniquely regional aesthetic. The result is a commanding yet elegant presence that pays tribute to the Emirates’ environment.

At the front, the Adamas features a striking diamond-mesh grille, flanked by sleek LED matrix headlamps that emphasise its bold stance. The sculpted body lines flow seamlessly toward the rear, accentuated by a continuous light bar and chrome detailing that underline its premium positioning. Large aerodynamic wheels and flush door handles contribute to both performance and sophistication, while the panoramic roof completes its confident profile.

Inside, the cabin showcases craftsmanship on par with ultra-luxury marques. The seats are upholstered in premium Nappa leather. Every surface has been thoughtfully finished, including a Microfiber Suede headliner, the same material used by top-tier European luxury automakers, adding to the SUV’s rich, tactile ambience. Ambient lighting, advanced climate control, and a large high-definition infotainment interface create an immersive, modern environment designed for long-distance comfort.

Under the hood, the Adamas is powered by a dual electric motor powertrain with all-wheel drive. It gets a 56 kWh battery and a 70-litre fuel tank for the range extender. The total output is about 475 hp. Fuel efficiency is rated at 16.3 km/litre. The ROX Adamas has a total range of 1,226 km, which means it can go from Abu Dhabi to Riyadh on a single charge.

The Adamas range will be offered in several trims, each catering to different customer preferences. The Standard model focuses on comfort and technology, featuring premium leather upholstery, a panoramic sunroof, and advanced safety assists. 

While pricing for the ROX Adamas lineup has not yet been revealed, the brand confirmed that details on regional specifications and delivery timelines will be announced soon.