“Rox” unveils its system based on artificial intelligence

During the “Make in the UAE 2026” platform, Rox Company revealed its strategy for an industrial system based on artificial intelligence, based in the UAE. This step comes in support of its approach based on the slogan “Made in the UAE, Made for the World,” and in support of the country’s ambitions to transform into a global center for advanced manufacturing and export.

ROX enters this new chapter of its journey supported by strong performance in the luxury new energy vehicle market. Since its launch, targeting adventure and outdoor lifestyle enthusiasts, the company has delivered more than 5,000 vehicles in the UAE, and its sales have exceeded 20,000 vehicles in the Middle East and North Africa region. In the category of luxury off-road SUVs whose price exceeds $80,000.

“Rox” is ranked among the top three companies in terms of market share, with a rate exceeding 10%, recording the highest growth rate in this category. Capitalizing on this momentum, the company continues to integrate smart technology with outdoor lifestyle concepts and user preferences, to introduce new energy vehicles designed specifically for elite luxury enthusiasts.

This proven market base forms a fundamental pillar that supports ROX’s industrial strategy in the UAE, as the company works to unify the efforts of leading Emirati partners in the fields of logistics services, artificial intelligence, advanced materials, manufacturing, and personnel development, within an interconnected industrial system that covers the entire value chain. In addition, “Rox” has set an ambitious goal to reach its annual production capacity to 300,000 units by 2030, which will contribute up to 10% to achieving the goals of the national “300 Billion Project” initiative.

“ROCS” is working to develop this system through strategic cooperation in the fields of manufacturing, materials, technology, and industrial systems development, with support from the Abu Dhabi Investment Office, as part of the broader agenda for industrial development in the UAE. These partnerships include cooperation with the “Kizad” Group (Khalifa Economic Zones Abu Dhabi) to develop an advanced manufacturing center based on artificial intelligence and achieve industrial integration, and with the “Borouge” company in the field of advanced materials, and with the “Aleria” company in the fields of sovereign artificial intelligence, big data, and video intelligence for smart transportation, in addition to the “Emirates Alliance” company in the fields of mobility data intelligence and smart city applications.

In parallel, “Rox” is working to expand its partnerships in the fields of design and talent development with leading Emirati institutions, as the “Abu Dhabi Design Committee” will participate in developing a special and exclusive version of “Rox” vehicles inspired by the Emirate of Abu Dhabi, which includes a unique color that will be revealed and sold at a public auction during “Abu Dhabi Car Week” next November, with the proceeds allocated to support the technical residency programs in the field of cars affiliated with the committee. This cooperation will also discuss long-term opportunities, including developing a residency program. to design cars in 2027, along with broader initiatives to support local creative talent.

In addition, “Rox” cooperates with “Al Khazna Leather Company” to apply traditional expertise in the leather industry to innovative materials, product development, and building future-ready supply chains. It also works with the “Abu Dhabi Institute for Vocational Education and Training” to support vocational training and develop national cadres in the long term.

In addition to these collaborations, Rox enters into a partnership with Standard Chartered Bank to provide banking services that support its global expansion and long-term growth in various markets.

The founder and CEO of ROX, Jarvis, said: “This is a long-term effort that we are building with our partners in the UAE, with a focus on linking capabilities across the various stages of the industrial value chain,” adding: “From here, we are establishing an interconnected system that combines advanced manufacturing, regional services, and export, which enhances the role of the UAE as a global center for production and export at a time when (Rox) is expanding into broader markets.”

He continued: “This approach has already begun to take shape through tangible developments on the ground. Last month, (Rox) entered into cooperation with (Jingdong Logistics) Company, in order to establish a regional center for spare parts in the UAE, which contributes to enhancing readiness for after-sales services, and consolidating the country’s position as a regional base for services, supply and export chains linking markets in the Middle East and North Africa region and beyond. This comes as a continuation of the opening of Roxx’s global headquarters in Abu Dhabi, which enhances the integration of the UAE into the company’s global operations.”