In a significant step towards bolstering the UAE’s industrial landscape, the company ‘Rox’ has announced the delivery of its first batch of 100 vehicles manufactured locally, proudly bearing the ‘Made in the UAE’ label. This milestone comes as part of the company’s ‘Premium Emirati Edition’, aimed at supporting the UAE’s efforts to diversify its national industrial base and enhance advanced manufacturing capabilities in high-value sectors.
Collaboration and Local Production
The 100 vehicles are the result of a collaborative effort between the Ministry of Industry and Advanced Technology, the Abu Dhabi Investment Office, and Rox. These vehicles were produced at the company’s AI-driven manufacturing centre located in the Khalifa Economic Zones Abu Dhabi (KEZAD). This initiative is part of Rox’s commitment to localising its manufacturing processes and expanding its presence in Abu Dhabi, contributing to the advanced manufacturing capabilities in the automotive sector within the country.
Attracting Global Investments
This project exemplifies the UAE’s robust industrial and investment ecosystem that attracts global companies while providing the necessary infrastructure, logistics, and advanced technology to establish and develop local production operations. The partnership between the Abu Dhabi Investment Office and Rox has significantly aided the establishment and expansion of the company’s operations, aligning with broader objectives to develop the automotive manufacturing sector, in harmony with Abu Dhabi’s industrial strategy.
Government Support and National Strategy
The initiative is backed by the Ministry of Industry and Advanced Technology, as part of the ‘Make in the UAE’ initiative. This aligns with the goals of the National Industrial and Advanced Technology Strategy (Project 300 billion), which aims to enhance national industrial capabilities, competitiveness, and resilience by accelerating the adoption of advanced technologies and increasing the industrial sector’s contribution to the national economy.
Proactive Development and Future Growth
Hassan Jassem Al Nowais, Undersecretary of the Ministry of Industry and Advanced Technology, stated, “The UAE continues to develop an attractive industrial and investment ecosystem. We are focusing on expanding advanced manufacturing capability in the country and accelerating the adoption of advanced technology and artificial intelligence, which enhances the industry’s contribution to diversifying and strengthening the national economy.” He further noted that Rox’s operations in Abu Dhabi exemplify the integration of governmental capabilities, investment, advanced manufacturing, technology, and industrial infrastructure.
Long-term Commitment to the UAE
Mohammed Ali Al Kamali, CEO of Trade and Industry at the Abu Dhabi Investment Office, remarked, “Rox’s expansion in Abu Dhabi reflects the emirate’s capability to attract quality investments and enable growth that supports long-term economic development. The delivery of the first 100 vehicles manufactured in the UAE marks a significant milestone in the company’s expansion and demonstrates what Abu Dhabi offers to global companies in establishing and scaling their operations in the region.”
Innovative Manufacturing Facility
Jarvis, founder and CEO of Rox, highlighted the importance of this delivery, stating, “The delivery of the first batch of vehicles manufactured in the UAE is an important milestone in the company’s long-term commitment to Abu Dhabi and the UAE. In a short period, we have successfully established advanced capabilities in manufacturing, artificial intelligence, and design, enabling us to produce vehicles locally and meet customer needs across the region.”
Rox has developed its facility in Abu Dhabi within six months, integrating manufacturing, design, and AI capabilities, with the delivery of these first 100 ‘Made in the UAE’ vehicles representing a further step towards increasing the presence of locally manufactured products in the market. The facility includes a manufacturing centre, an AI laboratory, and a design studio, supporting the company’s plans to expand its manufacturing efforts in the UAE while addressing regional market needs.