ROX Motor to advance NEV tech in UAE

As the Middle East witnesses a significant influx of electric vehicles (EVs) from China, ROX Motor has announced a strategic partnership with the Abu Dhabi Investment Office, or ADIO, to accelerate localization and advance collaboration between China and the United Arab Emirates in next-generation mobility.

At the launch of its new global flagship sport utility vehicle ADAMAS in Abu Dhabi last week, Shanghai-based ROX Motor announced the inauguration of the Borouge-ROX Motor Innovative Materials Joint Laboratory, aiming to spur innovation of specialized vehicle materials.

Mohammad Ali Al Kamali, chief trade and industry officer at ADIO, called it a strategic milestone that advances Abu Dhabi's vision of a knowledge- and technology-driven economy.

"At ADIO, we believe that the future is built through collaboration. The partnership between ROX Motor and Borouge, under ADIO's automotive program, is a tangible example of how global innovation can be channeled into building an integrated ecosystem for industrial and commercial advancement, supporting sustainable mobility, and unlocking new opportunities for investment and localization," he said.

Borouge is an Abu Dhabi-based company involved in manufacture of petrochemicals.

As countries like the UAE and Saudi Arabia set ambitious targets for electric vehicle adoption, the increasing appetite for innovation and investments in future mobility is expected to drive even deeper partnerships with Chinese brands.

Choosing the UAE and the Middle East for the global launch of ADAMAS shows the company's next phase of international strategy, said Jarvis Yan, founder and CEO of ROX Motor, as overseas sales accounted for nearly half of its total deliveries.

"ROX ADAMAS demonstrates how technology, craftsmanship, and partnership can advance together," he said. "Born from Chinese innovation and refined to Abu Dhabi's standards of excellence, it represents our shared belief that true luxury lies in collaboration and progress."

Since its global expansion started last year, ROX Motor has exceeded 10,000 orders for the ROX 01, its first and the only model, and established sales and service networks in nearly 30 countries, especially in the Gulf region, such as the UAE, Saudi Arabia and Qatar.

In the UAE, the ROX 01, priced at about $80,000, ranks third in the luxury SUV segment, trailing only the Land Rover Defender and Range Rover.

Two ROX 01 vehicles have just completed a 13-country journey along the ancient Silk Road, traversing China, Central Asia, the Caucasus and the Middle East. Spanning 25,000 kilometers over 81 days, the expedition has demonstrated the reliability and technological breakthroughs of China's new energy vehicles.

According to a recent report by global consulting firm AlixPartners, Chinese automotive brands will capture a staggering 34 percent market share in the Middle East and Africa region by 2030, up from just 10 percent in 2024.

Consumers in the region, particularly in Saudi Arabia and the UAE, are placing growing trust Chinese automotive brands.

Ameen Muneer Mohammed Alobaidi, an attendee at the launch, said he has witnessed more and more Chinese brands making their way into the Middle East, including Dubai, and that owning a Chinese-made car is becoming a fashion.

"In the past few years, the connotation of ‘Made in China' has undergone a transformation: It is gradually shifting from being linked to low-end products to becoming a symbol of high-quality, luxurious lifestyles. The global expansion of Chinese automobiles and their success, particularly in the Middle East, serve as the best testament to the strength of ‘Made in China'," he said.