• Oman

    • ROX Begins Production at New Manufacturing Centre, Expands Global Footprint

    By on September 10, 2026

    ABU DHABI:  ROX has started vehicle production at its newly completed manufacturing centre, marking a step forward in the company’s global expansion. The first production units have rolled off the line, with deliveries to customers set to begin shortly.

    The facility brings together manufacturing, AI development and design under one operation. The newly-established ROX AI Lab will serve as the base for the company’s outdoor AI platform, ROX AGENT, while the Design Studio will integrate regional customer insights and cultural perspectives into future vehicle development.

    “We are building a manufacturing and innovation base that allows us to respond faster to our customers and scale our presence around the world,” said Jarvis, Founder and CEO of ROX. “This is about making our global operations more agile, and more connected to the markets we serve.”

    ROX also announced the signing of a Memorandum of Understanding with Etihad Airways to explore future collaboration across travel, mobility and lifestyle experiences. The partnership will begin with the Africa Grand Tour S2, an overland expedition across Africa featuring the first production vehicles. Etihad’s brand will be displayed on the vehicles, with both companies developing co-branded content around the journey.

    Antonoaldo Neves, Chief Executive Officer of Etihad Airways, said: “The Africa Grand Tour brings together travel, mobility and storytelling in a way that creates natural opportunities for both brands. We look forward to exploring where a future collaboration could lead.”

    ROX is now present in more than 60 markets across the Middle East, Central Asia, Africa and Europe, with cumulative global sales surpassing 40,000 vehicles. The new centre is expected to support further growth as the company expands its retail and service network across regions.

    The Africa Grand Tour S2 will cross 12 countries, taking the vehicles through desert, tropical and mountainous terrain before reaching Casablanca, Morocco. The expedition builds on the first GRAND TOUR, which covered more than 25,000 kilometres along the historic Silk Road.

    About ROX:

    ROX is a premier international AI technology company, born for outdoor lifestyle and adventure. We are dedicated to empowering the spirit of exploration by integrating advanced intelligence. Our vision is to become the world’s leading outdoor lifestyle brand.

    For more information, please visit: https://www.roxmotor.com/en

    more recommended stories

    Terms of Use:

  • This website Arabian Daily is an individual’s property, not used for any commercial or sales purposes. What you see here are one’s random thoughts in action. I, by no means, endorse any product or party through this, unless stated explicitly.
  • All work you will find here is copyrighted unless stated otherwise. No part of this work can be reproduced in any way with the exception of a) if you share our work, it should link back to this website; b) if you quote any part of our work, it should be properly credited to us with a link to this website.
  • All images used on this website have been taken from open source image websites on the Internet. If any of them are copyrighted to you and you want us to take them down or add credits, please feel free to contact us here, or by using the contact form on this page.
  • The views expressed on Arabian Daily are solely ours. They do not represent any party or any particular school of thought. This website does not promote racism in any form.
  • Privacy Policy:
    This website will respect the readers’ and the writer’s privacy. We do not sell any of their personal or contact information to another company. We do not put your information on spam lists. Also, and more importantly, we are not responsible for the privacy practices of any of our advertisers or website commenters.
  • Reserve Rights: We reserve the right to change the focus on this website, to shut it down, sell it or to change the terms of use at our own discretion.