ROX has handed over its initial batch of 100 vehicles stamped with the “Made in the Emirates” label, marking a key step in the company’s UAE Signature Edition programme. The cars rolled out of the AI Manufacturing Center in Khalifa Economic Zones Abu Dhabi (KEZAD) on 2 November 2026.
The delivery results from a partnership that includes the Ministry of Industry and Advanced Technology (MoIAT), the Abu Dhabi Investment Office (ADIO) and ROX itself. By localising production, the firm aims to deepen its foothold in Abu Dhabi and help the Emirates broaden its industrial base in high‑value sectors.
The project showcases the UAE’s ability to attract global firms and provide the infrastructure, logistics and technology needed for local manufacturing.
ADIO’s Mohammad Ali Al Kamali said the venture demonstrates how investment can translate into tangible industrial capabilities, adding that the 100‑vehicle shipment reflects ROX’s commitment to strengthening its value chain in the emirate.
Undersecretary Hasan Jasem Al Nowais of MoIAT highlighted the broader “Make it in the Emirates” initiative, noting that the delivery aligns with the National Strategy for Industry and Advanced Technology (Operation 300bn). He said the effort strengthens industrial resilience, accelerates advanced‑technology adoption and supports economic diversification.
Al Nowais added that the Made in the Emirates badge carries strategic value, offering an opportunity to draw further high‑quality investment, develop national capabilities and build partnerships that drive growth and competitiveness, especially amid global supply‑chain challenges.
He also stressed the aim to create a diversified, resilient industrial base that leverages modern technology and competes in local, regional and international markets.
The collaboration between ADIO and ROX forms part of Abu Dhabi’s industrial strategy, which seeks an integrated ecosystem spanning manufacturing, design, advanced technology and research and development.
Overall, the delivery of 100 locally built vehicles signals progress toward the UAE’s goal of expanding its automotive manufacturing sector and increasing the industrial segment’s contribution to the national economy.
