How ROX is Building a UAE-Rooted AI-Driven Ecosystem to Support Operation 300Bn

ROX, a global AI and technology company with operations across the Middle East, has unveiled its UAE-based artificial intelligence (AI)-driven industrial ecosystem strategy. The announcement was made at Make it in the Emirates (MIITE) 2026 in Abu Dhabi, in alignment with the company’s “Made in the Emirates, Made for the World” approach which supports the UAE’s ambition to become a global hub for advanced manufacturing and export.

ROX enters this phase with strong performance in the luxury new energy vehicle market. The company has delivered more than 5,000 vehicles in the UAE and over 20,000 across the MENA region. In the UAE’s luxury all-terrain sport utility vehicle (SUV) segment valued above US$80,000, ROX ranks among the top three by market share, exceeding 10%, while also recording the highest share growth in the segment. Building on this momentum, ROX continues to integrate intelligent technology, outdoor lifestyles, and user preferences into new energy vehicles designed for luxury-focused consumers. 

To further catalyse ROX’s UAE industrial strategy, it is bringing together UAE partners across logistics, AI, advanced materials, manufacturing, and talent development into an industrial system spanning the full value chain. ROX has also set a target to reach annual production capacity of 300,000 units by 2030, contributing up to 10% to the UAE’s Operation 300Bn initiative – a national industrial strategy aiming to raise the manufacturing sector’s contribution towards gross domestic product (GDP) to AED300 billion by 2031. 

ROX is advancing this system through collaborations across manufacturing, materials, technology, and industrial ecosystem development, with support from the Abu Dhabi Investment Office as part of the UAE’s wider industrial development agenda. These include partnerships with Khalifa Economic Zones Abu Dhabi – KEZAD Group on the Advanced AI Manufacturing Centre and industrial integration, Borouge on advanced materials, Aleria on sovereign AI, big data and video AI for intelligent mobility, and Tahaluf Al Emarat on mobility data intelligence and smart city applications.

Concurrently, ROX is expanding its design and talent development partnerships with UAE organisations. Design Commission Abu Dhabi (DCAD) will co-develop a ROX special-edition vehicle inspired by Abu Dhabi, including a colourway to be unveiled and auctioned during Abu Dhabi Car Week in November, with proceeds supporting DCAD’s automotive residency programmes. The collaboration will also explore future opportunities, including the development of an automotive design residency in 2027, alongside initiatives supporting local creative talent development. 

In addition, ROX is working with Al Khaznah Leathers (AKL) on applying traditional leather expertise to materials innovation, product development, and supply chains, as well as with Abu Dhabi Vocational Education and Training Institute (ADVETI) to support vocational training and long-term talent development. Additionally, ROX is partnering with Standard Chartered to support its global expansion, leveraging the bank’s international network to facilitate cross-border growth, financing and access to new markets.

“This is a long-term effort we are building with our partners in the UAE, focused on connecting capabilities across the industrial value chain,” Jarvis, Founder and CEO of ROX, says. “From here, we are establishing a connected system across advanced manufacturing, regional service, and export, strengthening the UAE’s role as a global production and export hub as ROX expands across wider markets.” 

ROX’s ambitions are already taking shape through recent developments. Last month, the automotive manufacturer entered into a collaboration with JINGDONG Logistics to establish a regional spare parts hub in the UAE, strengthening aftersales readiness while reinforcing the country’s role as a regional service, supply chain, and export base connecting markets across MENA and beyond. This builds on the opening of ROX’s Global Headquarters in Abu Dhabi, further embedding the UAE in the company’s global operations. ROX’s endeavors come at a time when there is an overall shift toward integrated industrial systems, where manufacturing, supply chains, technology, and talent are developed within a connected framework. Through its latest announcements, ROX aims to position its UAE-based ecosystem as both a platform for global growth and a contribution to the UAE’s ambitions in advanced manufacturing and export