ROX to establish AI-driven manufacturing centre in Abu Dhabi

Chinese new-energy vehicle brand ROX has announced plans to establish one of the Middle East’s first advanced AI-driven automotive manufacturing centres in Abu Dhabi, following a strategic agreement with KEZAD Group and support from the Abu Dhabi Investment Office.

The new facility, located within KEZAD’s KLP Musaffah industrial ecosystem, is expected to begin operations in the second half of 2026. According to the announcement, the plant will target an annual production capacity of 300,000 vehicles by 2030 and is part of ROX’s broader “Made in the Emirates, Made for the World” strategy. 

ROX says the project will support the UAE’s “Operation 300Bn” industrial strategy while strengthening Abu Dhabi’s position as a regional hub for advanced manufacturing, automotive exports, and AI-integrated industrial development. The company estimates the initiative could contribute up to 10 percent of the UAE’s Operation 300Bn targets. 

The planned 10,000-square-metre facility will incorporate AI-driven manufacturing technologies and will form part of a larger ecosystem spanning logistics, smart mobility, advanced materials, and data-driven vehicle technologies. 

Alongside the KEZAD partnership, ROX also announced collaborations with several UAE-based organisations, including Borouge for advanced materials, Aleria for sovereign AI and intelligent mobility systems, Tahaluf Al Emarat for smart city mobility applications, and the Abu Dhabi Vocational Education and Training Institute (ADVETI) for workforce development. 

ROX founder and CEO Jarvis said the company aims to build “a connected system across advanced manufacturing, regional service, and export,” positioning the UAE as a global production and export base for future mobility technologies. 

The announcement follows ROX’s recent expansion efforts in the UAE and wider Middle East region. The automaker claims to have delivered more than 5,000 vehicles in the UAE and over 20,000 across the MENA region so far, with the brand gaining traction in the luxury off-road and new-energy SUV space.