Made in the Emirates vehicles have rolled out of a new plant in Abu Dhabi, and the first three ROX ADAMAS units now carry that badge. ROX finished its Advanced AI Manufacturing Centre in the emirate and switched on local production. Picture a factory that assembles a car, tests it, and signs it off under one roof. That is what opened here.
The site runs on a partnership between ROX and the Abu Dhabi Investment Office. It backs the company’s plan to base more of its work in the emirate, from supply chains to design. You can read the intent easily. Build the car near the buyer, and keep the value close to home.
Government support sits behind the project. The Ministry of Industry and Advanced Technology backs it through the Make it in the Emirates programme, which links to Operation 300Bn, the national plan to grow local industry and draw future-focused investment. Hasan Jasem Al Nowais, Undersecretary at the ministry, said the country has built a competitive industrial base rooted in innovation and advanced technology, and that the start of Made in the Emirates vehicles shows the UAE can attract and settle advanced industries at home.
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- BUSINESS & AUTOMOTIVE
Inside Abu Dhabi automotive manufacturing
The plant covers 10,000 square metres inside the KEZAD Group zone. It handles local sub-assembly of more than 80 vehicle components, plus full assembly, calibration, rain testing, road testing, and a final check before delivery. Abu Dhabi automotive manufacturing gains real depth from that spread of work, since a car moves from loose parts to finished product in one place.
Capacity tells the growth story. Output of Made in the Emirates vehicles starts modest, then scales. The facility expects to build 20,000 cars in 2027. ROX plans to lift that toward 300,000 a year by 2030, feeding the local market while sending cars to regional and global buyers. Targets like these can slip, so treat the 2030 figure as a goal rather than a promise.
Mohammad Ali Al Kamali, Chief Trade and Industry Officer at the Abu Dhabi Investment Office, said industrial investment here turns into local production, deeper capability, and global reach. He pointed to the emirate’s infrastructure, connections, and partners as the base firms use to grow and compete.
ROX ADAMAS and the road ahead
ROX set up its global headquarters in Abu Dhabi last year, and UAE vehicle production now marks the next step. The company opened an AI Lab and a Design Studio in the emirate. That lab will develop the ROX AGENT AI platform, while the studio brings together designers from the UAE, China, and other markets.
A local design is coming. ROX plans to show its first UAE-designed car, the Abu Dhabi Edition, in March 2027. Its team draws on Khoos, the Emirati craft of weaving palm fronds, and works with the Design Commission in Abu Dhabi and Al Khaznah Leathers on the ROX ADAMAS Abu Dhabi Edition.
There is a road trip too. Two cars from the first UAE-built batch will leave Abu Dhabi for the second season of GRAND TOUR, crossing ten African countries before they reach Casablanca. These Made in the Emirates vehicles will travel through a wide mix of markets and conditions, and the run gives the badge its first long test far from home.
