ROX Plans AI Automotive Manufacturing Centre With KEZAD In Abu Dhabi

ROX has signed a strategic lease agreement with Khalifa Economic Zones Abu Dhabi, known as KEZAD Group, to establish an advanced AI automotive manufacturing centre in Musaffah. Announced in May 2026 during Make it in the Emirates, the project is planned to begin operating in the second half of 2026 and is intended to support vehicle production for the Middle East and export markets.

ROX and KEZAD confirm a 10,000-square-metre Musaffah facility

The ROX AI automotive manufacturing centre will be located at KEZAD Logistics Park 1 in Musaffah, Abu Dhabi. KEZAD said the facility will cover 10,000 square metres and use the zone’s industrial infrastructure, utilities and logistics connections to support ROX’s regional expansion.

Operations are targeted for the second half of 2026

KEZAD’s announcement, issued on 7 May 2026, set the second half of the year as the planned start of operations. The agreement was facilitated by the Abu Dhabi Investment Office, although a more precise opening date and construction timetable have not been published.

Production capacity could reach 300,000 vehicles by 2030

ROX and KEZAD are targeting annual production capacity of up to 300,000 vehicles by 2030. This is a long-term target rather than confirmed initial output, and neither party has disclosed the planned production ramp-up between the opening phase and 2030.

Exports are part of the plan from the start

The centre is intended to serve both Middle Eastern and global markets through scalable manufacturing and KEZAD’s multimodal logistics network. KEZAD’s automotive ecosystem includes access to ports, airports, highways and a dedicated roll-on, roll-off terminal, giving manufacturers a route to markets across the Gulf, Africa, Asia and Europe.

Why Abu Dhabi is central to ROX’s Gulf strategy

ROX describes itself as an AI technology company focused on intelligent new-energy vehicles, with a regional emphasis on luxury all-terrain SUVs. The KEZAD agreement moves the brand beyond importing and retailing vehicles towards building a local industrial footprint in the UAE.

The project’s main strategic elements are:

• Local manufacturing capacity: The Musaffah centre is planned as a production and export base rather than only a warehouse or distribution operation. That could allow ROX to shorten regional supply routes once the facility reaches meaningful output, although local parts content has not been detailed.
• Integration with the UAE industrial programme: KEZAD says the project could contribute up to 10 per cent to the UAE’s Operation 300Bn initiative. Operation 300Bn aims to raise the industrial sector’s contribution to national GDP to AED 300 billion by 2031.

What the project could change for UAE and GCC buyers

A local ROX manufacturing base may eventually affect vehicle availability, parts supply and regional model planning, but those benefits will depend on the scale and scope of production. The announcement does not promise lower retail prices or specific delivery improvements.

For buyers and owners, the most relevant points are:

• Potentially stronger regional support: Vehicle production in Abu Dhabi could sit alongside ROX’s wider sales and aftersales network across the Gulf. However, the company has not confirmed whether the centre will manufacture complete vehicles, assemble imported kits or handle a mixture of production stages.
• Models remain unconfirmed: ROX currently promotes the ROX 01 and ROX ADAMAS in its international line-up, but neither model has been officially named for Musaffah production. Buyers should therefore treat any claims about UAE-built versions, pricing or launch dates as unconfirmed.

The questions still open before production begins

The headline capacity target is substantial, but several operational details remain undisclosed. These gaps matter because they will determine how quickly the project affects the UAE and wider GCC vehicle market.

The announcement has not yet confirmed:

• Investment value and workforce numbers: ROX and KEZAD have not published the total capital committed to the facility or the number of direct jobs expected. No breakdown has been provided for engineering, assembly, software or logistics roles.
• Battery and component sourcing: There is no confirmed information on whether batteries, powertrain systems or major body components will be produced in the UAE. The level of local supplier involvement and in-country value also remains unclear.
• Market launch details: No UAE-built model, production start quantity, retail price or dealer delivery date has been announced. Warranty terms and whether locally produced vehicles will differ from imported versions are also not yet known.

Abu Dhabi’s automotive ambitions move closer to the factory floor

The ROX and KEZAD agreement is another step in Abu Dhabi’s effort to build an automotive manufacturing and export ecosystem around advanced technology. For Gulf motorists, the immediate news is industrial rather than a new model launch: a 10,000-square-metre centre is planned for Musaffah, operations are targeted for the second half of 2026, and ROX is aiming for far greater scale by 2030.

The project’s real effect on buyers will become clearer only when ROX confirms which vehicles will be produced, how localised the supply chain will be and when customer deliveries from the Abu Dhabi facility can begin.