News Summary
ROX has started producing its ADAMAS luxury all-terrain vehicle at the company’s Advanced AI Manufacturing Centre in Abu Dhabi. The first three vehicles produced at the facility carry the “Made in the Emirates” mark. ROX says the plant will initially have the capacity to produce 20,000 vehicles in 2027, with a target of reaching 300,000 vehicles annually by 2030. The company has also opened an AI laboratory and vehicle-design studio in Abu Dhabi, while its first UAE-designed vehicle is scheduled to be unveiled in March 2027.
What Happened?
ROX completed its new vehicle-manufacturing centre within Khalifa Economic Zones Abu Dhabi, commonly known as KEZAD, and began local production of the ROX ADAMAS. The first batch consisted of three vehicles carrying the “Made in the Emirates” mark. The development follows a partnership between ROX and the Abu Dhabi Investment Office to localise parts of the company’s manufacturing, technology, design and supply-chain operations.
The project is supported by the UAE Ministry of Industry and Advanced Technology under the Make it in the Emirates initiative. It also contributes to Operation 300bn, the national strategy intended to expand the UAE’s industrial sector.
What Are the Key Details?
| Detail | Confirmed information |
| Manufacturing location | KEZAD, Abu Dhabi |
| Facility size | 10,000 square metres |
| First locally produced batch | Three ROX ADAMAS vehicles |
| 2027 production capacity | 20,000 vehicles |
| 2030 production target | 300,000 vehicles annually |
| Additional facilities | ROX AI LAB and Design Studio |
| First UAE-designed vehicle | Planned for unveiling in March 2027 |
| Intended markets | UAE, regional and international markets |
The capacity figures describe what the facility is expected to be capable of producing. They are not confirmed sales or delivery forecasts.
Where Are ROX ADAMAS Vehicles Being Made?
ROX ADAMAS vehicles are now being produced at the company’s Advanced AI Manufacturing Centre in KEZAD, Abu Dhabi. The facility is part of the broader industrial ecosystem operated by KEZAD Group. Its location provides access to manufacturing infrastructure, logistics networks and export connections through Abu Dhabi.
ROX established its global headquarters in Abu Dhabi before opening the manufacturing centre. The company is therefore developing production, design, artificial intelligence and international business operations from the same emirate.
What Happens Inside the Abu Dhabi Facility?
The manufacturing centre reportedly handles more than 80 types of component sub-assembly processes.
Its operations include:
- Component sub-assembly
- Vehicle assembly
- System calibration
- Rain testing
- Road testing
- Final vehicle inspection
- Pre-delivery preparation
This means the centre performs several stages of the vehicle-production process rather than functioning only as a location where completed imported vehicles receive final branding. However, ROX has not published a complete breakdown showing what percentage of every vehicle’s components is manufactured within the UAE.
What Is the ROX ADAMAS?
The ROX ADAMAS is a six- or seven-seat luxury all-terrain SUV using range-extended electric vehicle technology. A range-extended electric vehicle, commonly abbreviated as REEV, combines an electric drivetrain and rechargeable battery with a combustion-powered range extender.
According to ROX’s published specifications, the ADAMAS includes:
- A 56.01kWh CATL battery
- A 1.5-litre turbocharged four-cylinder range extender
- Dual-motor full-time four-wheel drive
- Maximum output of 350kW
- Maximum torque of 740Nm
- A manufacturer-claimed WLTC electric range of 235 kilometres
- A manufacturer-claimed combined WLTC range of 1,226 kilometres
- Acceleration from zero to 100km/h in 5.5 seconds
- Six-seat and seven-seat configurations
Actual driving range can vary according to temperature, road conditions, vehicle load, driving behaviour, air-conditioning use and battery condition.
Does “Made in the Emirates” Mean Every Component Is Made in the UAE?
No. The “Made in the Emirates” announcement confirms that ADAMAS vehicles are being produced at the Abu Dhabi facility, but it does not necessarily mean that every component originates in the UAE.
Modern vehicles normally contain parts supplied by manufacturers in several countries. Local vehicle production can include component sub-assembly, final assembly, software integration, calibration, testing and inspection while some parts continue to be imported. ROX says its Abu Dhabi operation is intended to increase localisation across manufacturing, technology, design and supply chains. The level of locally sourced content may therefore develop as production expands.
Why Is Local ROX Production Important for the UAE?
The start of production adds another passenger-vehicle manufacturing operation to the UAE’s industrial sector.
Its potential significance includes:
- Expanding advanced automotive manufacturing in Abu Dhabi
- Developing local technical and engineering capabilities
- Supporting specialised employment opportunities
- Encouraging automotive suppliers to establish UAE operations
- Strengthening domestic vehicle-testing and quality-control expertise
- Supporting exports from Abu Dhabi to regional and international markets
- Connecting vehicle manufacturing with artificial-intelligence research and design
The project also demonstrates the relationship between ROX, ADIO, KEZAD and the Ministry of Industry and Advanced Technology. These entity connections are important for understanding how the facility fits within Abu Dhabi’s wider industrial-development plans.
How Much Will the Abu Dhabi Factory Produce?
ROX expects the facility to have an initial annual production capacity of 20,000 vehicles in 2027. The company plans to expand that capacity to 300,000 vehicles annually by 2030. This is an announced target and will depend on factory expansion, supply-chain development, market demand and export activity. Production capacity should not be confused with actual production. A factory capable of producing 300,000 vehicles will not necessarily manufacture or sell that number during every year.
What Are the ROX AI LAB and Design Studio?
ROX has opened an AI LAB and Design Studio alongside its manufacturing operation in Abu Dhabi.
The AI LAB will support the development of the ROX AGENT artificial-intelligence platform. The Design Studio will bring together designers from the UAE, China and other markets to work on future vehicles. ROX plans to unveil its first UAE-designed vehicle in Abu Dhabi in March 2027. The proposed ADAMAS Abu Dhabi Edition is being developed with the Design Commission – Abu Dhabi and Al Khaznah Leathers. Its design is expected to draw inspiration from Khoos, the traditional Emirati craft of weaving palm fronds.
The March 2027 date relates to the planned unveiling. It does not yet confirm when the model will enter production, when orders will open or when customer deliveries will begin.
What Does This Mean for UAE Drivers?
Local production may eventually improve vehicle availability, technical support, parts distribution and response times. However, none of these benefits should be treated as guaranteed solely because manufacturing has started.
The factory announcement did not confirm:
- Revised UAE prices
- Shorter customer delivery periods
- Changes to warranty coverage
- Increased spare-parts availability
- Production numbers for each ADAMAS version
- A detailed export schedule
- The percentage of locally sourced components
Buyers should confirm current prices, specifications, warranty conditions, charging requirements and delivery schedules with the authorised UAE distributor.
Frequently Asked Questions
Are ROX vehicles manufactured in the UAE?
Yes. ROX has started producing ADAMAS vehicles at its Advanced AI Manufacturing Centre in KEZAD, Abu Dhabi. The first three locally produced vehicles carry the “Made in the Emirates” mark.
Is the ROX ADAMAS fully electric?
No. The ADAMAS is a range-extended electric vehicle. It combines a rechargeable battery and dual electric motors with a 1.5-litre turbocharged range extender.
What is the electric range of the ROX ADAMAS?
ROX lists a WLTC electric range of up to 235 kilometres and a combined range of up to 1,226 kilometres. These are manufacturer-published test figures, and real-world range can vary.
How many vehicles will the Abu Dhabi plant produce?
ROX expects initial annual capacity of 20,000 vehicles in 2027 and is targeting annual capacity of 300,000 vehicles by 2030. These figures represent capacity plans rather than guaranteed output or sales.
Is the first UAE-designed ROX vehicle available now?
No. ROX plans to unveil its first UAE-designed vehicle in Abu Dhabi in March 2027. Pricing, production timing and customer-delivery dates have not yet been announced.
What Happens Next?
ROX will need to scale production at its KEZAD facility while developing local suppliers, technical teams and export channels.
The next major milestone is expected in March 2027, when the company plans to reveal its first UAE-designed vehicle. Further announcements should clarify its specifications, production schedule and availability.
For the UAE automotive sector, the immediate development is clear: ADAMAS vehicle production has begun in Abu Dhabi, while manufacturing, design and AI-development capabilities are being established around the same operation.
SOURCES
- Emirates News Agency — ROX begins ADAMAS production in Abu Dhabi — production launch, facility size, capacity plans, AI LAB, Design Studio and UAE-designed vehicle timeline.
- ROX Motor — Official ADAMAS specifications — drivetrain, battery, performance, seating and manufacturer-claimed range figures.
- The National — ROX begins UAE production — manufacturing processes, testing operations and the wider Abu Dhabi industrial context.