Chinese-Linked Automaker Rox Begins Commercial Vehicle Assembly in Abu Dhabi

Chinese-linked automotive manufacturer Rox has commenced commercial vehicle production at Khalifa Economic Zones Abu Dhabi (Kezad), marking a major milestone in the UAE's campaign to establish a domestic automotive industry. The first three Rox Adamas vehicles, stamped with the 'Made in the Emirates' mark, rolled off the assembly line at a newly developed 10,000-square-metre facility in early September, according to MEED.

The Kezad facility handles sub-assembly for more than 80 vehicle component types alongside full vehicle assembly, calibration, rain and road testing, and final inspection. Rox relocated its global headquarters to the UAE last year and intends to supply both local and export markets. Kezad Group signed the lease agreement for the site in May.

The plant is projected to achieve an initial production capacity of 20,000 vehicles per year in 2027 before scaling up to 300,000 units annually by 2030. The development is backed by the Abu Dhabi Investment Office (Adio) under a programme launched at the Make it in the Emirates forum in May 2025, alongside support from the UAE Ministry of Industry & Advanced Technology.

Abu Dhabi's automotive development strategy targets a AED100bn ($27.2bn) contribution to the emirate's GDP by 2045, more than AED8bn ($2.2bn) in foreign direct investment, and the creation of 7,000 skilled jobs. Adio and AD Ports Group also hold a memorandum of understanding with Netherlands-based Stellantis to explore regional mobility and autonomous transport investments, though without production commitments.

The UAE's approach relies on economic zones, logistics networks, and regulatory incentives to attract private manufacturers, contrasting with Saudi Arabia's direct state-backed equity model through the Public Investment Fund, which owns 70% of Hyundai Motor Manufacturing Middle East and backs domestic EV brand Ceer.