Rox unveils AI-driven UAE manufacturing strategy to scale to 300,000 vehicles by 2030
Rox unveils AI-driven UAE manufacturing strategy at Make in UAE 2026, targeting 300,000 annual vehicles by 2030 with UAE partnerships and regional supply hubs.
Rox announced a UAE-based, AI-powered industrial ecosystem at the Make in UAE 2026 platform, positioning the company’s manufacturing strategy at the heart of its global expansion. The plan leverages the brand’s strong sales footprint in the region and aims to link logistics, materials and sovereign AI capabilities across a full value chain. Rox intends to scale production rapidly, with an ambitious target of 300,000 units annually by 2030 to support national industrial goals.
Strategy reveal at Make in UAE 2026
Rox presented a blueprint for an integrated manufacturing and export hub during the Make in UAE 2026 forum, emphasizing artificial intelligence as the backbone of operations. The company said the model will unify partners across logistics, advanced materials, industrial systems and workforce development. Officials framed the initiative as aligned with the UAE’s broader industrial agenda and export ambitions.
Market performance underpinning the push
Rox’s expansion is built on recent commercial momentum in the Middle East and North Africa, where the company has delivered more than 5,000 vehicles in the UAE and over 20,000 across the MENA region. The firm ranks among the top three in market share for luxury off-road new-energy SUVs priced above $80,000, with a market share exceeding 10 percent. That performance is being cited internally as the foundation for scaling manufacturing capacity and product development.
Partnerships across industry, logistics and finance
The industrial roadmap includes strategic collaborations with Abu Dhabi institutions and private partners to secure industrial land, technology and capital. Rox is working with the Abu Dhabi Investment Office and Khalifa Industrial Zone Abu Dhabi (KIZAD) to develop an advanced, AI-enabled manufacturing centre. The company also announced ties with Borouge on advanced materials, and with regional technology and data partners to embed sovereign AI, big data and video intelligence into mobility systems.
Regional supply chain and service hubs
Rox has moved to shore up after-sales readiness and export logistics by partnering with Jingdong Logistics to create a regional spare-parts centre in the UAE. The company opened its global headquarters in Abu Dhabi in April 2026, a step it says will deepen the emirate’s role in its global operations. Rox further confirmed a banking partnership with Standard Chartered to support international expansion and long-term financing needs.
Design, talent development and cultural initiatives
Creative and skills partnerships form a central pillar of Rox’s UAE strategy. The Abu Dhabi Design Council will co-develop a limited special edition inspired by Abu Dhabi, with a unique exterior finish to be unveiled and auctioned at Abu Dhabi Car Week in November 2026. Proceeds from that sale will fund automotive artist residencies, and the collaboration will explore a more extensive design residency program slated for 2027. Rox is also working with Al Khazna for Leather to blend traditional leather craftsmanship with innovative materials, and with the Abu Dhabi Institute for Vocational Education and Training to develop long-term national skills pipelines.
Production targets tied to national objectives
Rox has set a production target of 300,000 units per year by 2030, a scale the company says could contribute up to 10 percent of the UAE’s Project 300 Billion industrial initiative. Company leadership described the target as part of a multi-year effort to establish a vertically integrated, export-oriented manufacturing cluster in the Emirates. Executives portrayed the plan as a way to combine advanced manufacturing, regional service hubs and export channels to accelerate the UAE’s role as a global production centre.
Rox’s chief executive framed the initiative as a long-term endeavour to bind capabilities across the industrial value chain and to position the UAE as a base for both advanced manufacturing and regional services expansion. The company indicated it will continue to expand partnerships and operational footprints while preparing for larger-scale production and wider market entry.
