A significant milestone has been achieved in the automotive industry in the UAE with the delivery of the first 100 vehicles proudly bearing the “Made in the UAE” label. This achievement is the result of a collaborative effort among the Ministry of Industry and Advanced Technology, the Abu Dhabi Investment Office, and the company “Rox.” The vehicles were produced at Rox’s AI-enabled manufacturing centre located in Abu Dhabi’s Khalifa Economic Zones (KEZAD). This initiative is part of Rox’s commitment to localise its manufacturing processes and enhance its presence in the emirate, thereby contributing to the advanced manufacturing capabilities within the UAE’s vehicle sector.
Enhancing Local Manufacturing Capabilities
The project underscores the UAE’s robust industrial and investment ecosystem, capable of attracting international companies and providing essential support for developing and expanding production operations locally. Companies benefit greatly from the UAE’s advanced infrastructure, logistical services, cutting-edge technology, and supportive corporate partnerships.
The partnership between the Abu Dhabi Investment Office and Rox has played a crucial role in establishing and expanding the company’s operations in the emirate. This collaboration aligns with the broader objective of developing the automotive manufacturing sector, reflecting the goals of Abu Dhabi’s industrial strategy. This strategy aims to create a comprehensive ecosystem encompassing manufacturing, design, advanced technology, and research and development.
Support from Government Initiatives
This industrial project is backed by the Ministry of Industry and Advanced Technology as part of the “Make It in the Emirates” initiative. It is in line with the National Strategy for Industry and Advanced Technology (Project 300 billion), which focuses on enhancing national industrial capabilities, competitiveness, and adaptability, while accelerating the adoption of advanced technologies to increase the industrial sector’s contribution to the national economy.
Building a Comprehensive Industrial Ecosystem
Hassan Jassim Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, remarked, “The UAE continues to develop an integrated industrial and investment ecosystem attractive to investments. We focus on expanding the base of advanced manufacturing in the country and accelerating the adoption of advanced technology and artificial intelligence. This commitment enhances the industry’s contribution to diversifying and strengthening the national economy, in alignment with the objectives of the National Strategy for Industry and Advanced Technology and the ‘Make It in the Emirates’ initiative.”
He further emphasised that Rox’s operations in Abu Dhabi exemplify the integration of governmental capabilities, investment, advanced manufacturing, technology, and industrial infrastructure. The launch of 100 vehicles marked “Made in the UAE” represents a strategic value and an opportunity to attract more quality investments, develop national capabilities, and build partnerships that support growth, competitiveness, and industrial resilience, particularly in light of global supply chain challenges.
Advancing Manufacturing Capabilities
Mohammed Ali Al Kamali, CEO for Trade and Industry at the Abu Dhabi Investment Office, stated, “Rox’s expansion in Abu Dhabi highlights the emirate’s capacity to attract quality investments and enable them to grow, supporting long-term economic growth. The delivery of the first 100 vehicles manufactured in the UAE is a significant milestone in the company’s expansion, showcasing Abu Dhabi’s integrated ecosystem that aids global companies in establishing their operations and expanding their presence while entering global markets.”
Innovations in Automotive Production
Jarvis, the founder and CEO of Rox, noted, “The delivery of the first batch of cars manufactured in the UAE is an important milestone in our long-term commitment to Abu Dhabi and the UAE. In a short period, we have established advanced capabilities in manufacturing, artificial intelligence, and design that enable us to produce vehicles locally and meet the needs of customers across the region.”
The establishment of Rox’s facility in Abu Dhabi was accomplished within six months and integrates manufacturing, design, and artificial intelligence capabilities. The delivery of the first 100 vehicles branded “Made in the UAE” marks an additional step towards strengthening the presence of locally manufactured products in the market.
Transforming Investment into Productive Capabilities
The commencement of vehicle deliveries reflects the efforts to enhance local manufacturing capabilities and demonstrates the UAE’s ability to transform investments into the production of value-added products domestically. This presents an opportunity to develop industrial expertise and enhance the integration of manufacturing, design, and advanced technologies, aligning with the national aim of increasing the industrial sector’s added value.
The combination of artificial intelligence, manufacturing, and design capabilities within a single facility supports the UAE’s industrial ambitions and boosts efforts to accelerate the adoption of advanced technology in the industrial sector.
UAE’s Vision Supporting Advanced Manufacturing
The first 100 vehicles prominently display the “Made in the UAE” mark on their bodies, signifying the connection of the “UAE Special Edition” model to its place of manufacture. Each vehicle in this lineup, a luxury multi-purpose SUV, is designed through a meticulous and numbered production process that addresses the requirements of regional markets.
A Solid Foundation for Ongoing Industrial Growth
The delivery of the first batch of vehicles sets a foundation for Rox’s next phase of manufacturing operations in Abu Dhabi. Continued production at the “ICAD/KEZAD” area is anticipated to support the company’s plans for expansion into regional markets, while simultaneously contributing to the development of advanced manufacturing capabilities in the UAE.
This progress reflects the ongoing efforts of the Abu Dhabi Investment Office and the Ministry of Industry and Advanced Technology to support industrial investments, develop local manufacturing capabilities, and provide an environment that enables companies to expand their businesses from Abu Dhabi to regional and global markets.