By taking use of Abu Dhabi’s advantageous location and forward-thinking outlook, ROX continues to solidify its position as a rising force in the premium SUV industry. This shows a clear path toward creating an interconnected industrial ecosystem powered by modern manufacturing and artificial intelligence.
ROX reiterated its long-term dedication to the UAE market during its participation in “Make it in the Emirates,” pointing out that choosing Abu Dhabi as a starting point was a calculated move. The emirate’s location, which links Asia, Africa, and Europe, provides it a perfect starting point for regional and international growth.
The company disclosed its intention to invest in a fully integrated, AI-driven manufacturing facility as part of its expansion strategy, with the goal of improving operational efficiency and rethinking production processes. With aspirations to reach an annual production capacity of 300,000 automobiles by 2030 and establish the UAE as a global export hub, more project specifics are anticipated to be revealed in September.
With cumulative sales exceeding 5,000 units locally and more than 20,000 units throughout the Middle East and North Africa area, ROX has demonstrated robust development in the UAE market. In the high-end SUV market above USD 80,000, the company has also attained a market share of more than 10%, making it one of the fastest-growing competitors.
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