Rox is made in the UAE, made for the world

Abu Dhabi is striving to become a global hub for AI and advanced manufacturing, with the inauguration of ROX's Advanced AI Manufacturing Centre at KEZAD Logistics Park as a significant milestone. Spanning 10,000 square meters, the facility was officially opened by government representatives, industry leaders, media, and automobile enthusiasts. The first ROX ADAMAS rolled off the production line, featuring an "Made in the Emirates" sticker applied by an AI-powered robot.

Mohammad Ali Al Kamali, Chief Trade and Industry Officer at the Abu Dhabi Investment Office, revealed that the project began as a conversation about building something special in the UAE, culminating in ROX's global headquarters and regional parts hub. The aim is to create a lasting Emirati legacy, showcase the UAE's capabilities, and provide Emirati citizens with opportunities to develop knowledge, skills, and expertise in new industries.

The advanced manufacturing centre includes a design studio for customizing vehicles, an AI laboratory, and the production line. Once the vehicle body is positioned, the assembly process is highly automated, with precision tools ensuring every vehicle meets global standards. Initially, the facility will produce 20,000 vehicles in 2027, with a target of 300,000 vehicles annually by 2030, contributing Dh30 billion to GDP by 2030.

ROX is also focused on education and developing talent, collaborating with the Abu Dhabi Vocational Education and Training Institute (ADVETI) to create a two-year diploma program in AI-enabled manufacturing engineering. Students will spend the first year on campus before completing an industry apprenticeship in the second year, gaining hands-on experience in automotive and AI technology.

Beyond traditional manufacturing, ROX is exploring AI applications in vehicle capabilities, such as drones for terrain scouting, all-terrain robots for campsite patrolling, and a submersible for underwater exploration. These developments demonstrate ROX's vision of turning vehicles into intelligent mobility solutions. The UAE's unique environment, with its diverse terrains, provides an ideal setting for testing and refining these innovations.