ROX, a premier international AI technology company focused on outdoor lifestyle and adventure. has started vehicle production at its newly completed manufacturing centre in Abu Dhabi, marking a step forward in the company’s global expansion.
The first production units have rolled off the line, with deliveries to customers set to begin shortly. The centre is located within the Khalifa Economic Zones Abu Dhabi (KEZAD) industrial ecosystem in Abu Dhabi.
The facility brings together manufacturing, AI development and design under one operation.
The newly-established ROX AI Lab will serve as the base for the company’s outdoor AI platform, ROX AGENT, while the Design Studio will integrate regional customer insights and cultural perspectives into future vehicle development.
“We are building a manufacturing and innovation base that allows us to respond faster to our customers and scale our presence around the world,” said Jarvis, Founder and CEO of ROX. “This is about making our global operations more agile, and more connected to the markets we serve.”
ROX also announced the signing of a memorandum of understanding with Etihad Airways to explore future collaboration across travel, mobility and lifestyle experiences. The partnership will begin with the Africa Grand Tour S2, an overland expedition across Africa featuring the first production vehicles. Etihad’s brand will be displayed on the vehicles, with both companies developing co-branded content around the journey.
Antonoaldo Neves, Chief Executive Officer of Etihad Airways, said: “The Africa Grand Tour brings together travel, mobility and storytelling in a way that creates natural opportunities for both brands. We look forward to exploring where a future collaboration could lead.”
ROX is now present in more than 60 markets across the Middle East, Central Asia, Africa and Europe, with cumulative global sales surpassing 40,000 vehicles. The new centre is expected to support further growth as the company expands its retail and service network across regions.
The Africa Grand Tour S2 will cross 12 countries, taking the vehicles through desert, tropical and mountainous terrain before reaching Casablanca, Morocco. The expedition builds on the first GRAND TOUR, which covered more than 25,000 kilometres along the historic Silk Road.
