Rox has unveiled its new strategy to build an integrated industrial ecosystem powered by artificial intelligence during its participation in the “Make it in the Emirates 2026” forum.
The move reinforces the company’s vision under the slogan “Made in the Emirates, Made for the World,” aligning with the UAE’s ambition to become a global hub for advanced manufacturing and exports.
Strong Market Performance Supporting Expansion
Rox enters this new phase backed by strong performance in the premium new energy vehicle segment. Since its launch targeting outdoor lifestyle and adventure enthusiasts, the company has delivered more than 5,000 vehicles in the UAE and exceeded 20,000 units across the Middle East and North Africa.
In the luxury off-road SUV segment priced above $80,000, Rox ranks among the top three players, holding more than 10% market share, marking one of the highest growth rates in this category.
Integrated Industrial Ecosystem in the UAE
Rox is building an interconnected industrial ecosystem in the UAE, unifying partners across logistics, artificial intelligence, advanced materials, manufacturing, and talent development.
The goal is to create a fully integrated value chain that enhances efficiency, strengthens competitiveness, and supports global expansion.
Ambitious Production Target by 2030
The company has set a strategic target to reach an annual production capacity of 300,000 units by 2030, contributing up to 10% toward the UAE’s “300 Billion Project” industrial initiative.
This reflects Rox’s commitment to strengthening the country’s industrial base and boosting its export capabilities.
Strategic Partnerships Driving Innovation
Supported by the Abu Dhabi Investment Office, Rox is collaborating with key partners to develop a next-generation industrial system, including:
- KEZAD for AI-powered smart manufacturing hubs
- Borouge for advanced materials
- Al Erya for sovereign AI, big data, and mobility intelligence
- Tahaluf UAE for smart city and mobility data solutions
These partnerships aim to create a unified, technology-driven industrial ecosystem.
Design and Talent Development Initiatives
Rox is also working with UAE institutions to support design innovation and talent development. The Abu Dhabi Design Committee will co-develop a special edition Rox vehicle inspired by Abu Dhabi, featuring a unique color to be unveiled and auctioned during Abu Dhabi Auto Week.
Proceeds will support automotive design residency programs, with plans for a long-term automotive design residency initiative launching in 2027.
Building Future-Ready Supply Chains and Skills
The company is partnering with Al Khazna Leather to integrate traditional craftsmanship into advanced materials and product development, while collaborating with the Abu Dhabi Vocational Education and Training Institute to strengthen long-term workforce capabilities.
Financial and Logistics Expansion Support
Rox has also partnered with Standard Chartered Bank to support its global expansion and long-term financial operations.
In addition, a collaboration with JD Logistics will establish a regional spare parts hub in the UAE, enhancing after-sales readiness and positioning the country as a key logistics and export center.
Toward a Unified Smart Industrial System
Rox’s strategy represents a shift from isolated capabilities to a fully integrated industrial system where manufacturing, supply chains, technology, and talent operate within a unified framework.
Through this approach, the company aims to position its UAE operations as a global growth platform while reinforcing the country’s role as a leading hub for advanced manufacturing and exports.
