ROX Motor（极石汽车）announced on September 3 that it had begun vehicle production in Abu Dhabi, with the first three ROX ADAMAS SUVs rolling off the line carrying the “Made in the Emirates” mark. The milestone advances the Chinese automaker’s effort to establish a manufacturing and export base in the Middle East.
The 10,000-square-meter facility in Khalifa Economic Zones Abu Dhabi (KEZAD) supports local sub-assembly of more than 80 types of vehicle components, complete vehicle assembly, calibration and testing. Developed through ROX’s partnership with the Abu Dhabi Investment Office, the operation targets capacity of 20,000 vehicles in 2027 and 300,000 annually by 2030, serving domestic and export markets. Both figures represent future capacity plans.
ROX is also expanding its design capabilities in Abu Dhabi. The company plans to unveil its first UAE-designed vehicle in March 2027, with the ADAMAS Abu Dhabi Edition drawing on Emirati cultural influences through its global design network. The initiative follows the establishment of its global headquarters in the emirate in 2025.
A separate partnership extends the manufacturing strategy into North Africa. In June, Ezz Elarab Elsewedy Investments (ESI) announced the creation of ROX ESI Egypt, with production expected to begin in 2027. The venture targets 5,000 vehicles in its first phase, followed by an expansion to 10,000, using ESI’s Egyptian manufacturing facilities.
For ROX, the strategic opportunity is to connect regional sales with assembly, product adaptation and supplier development. A local production base could make the company more responsive to customer requirements while giving its host market a greater role in the automotive value chain.
The first three vehicles establish a production milestone, but the commercial case will depend on sustained demand, manufacturing quality and the pace of expansion. Building a deeper local supplier network would further strengthen the operation. ROX’s progress offers an early example of how a Chinese automotive brand can develop a regional industrial presence, with the scale of that transformation still to be demonstrated.
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