ROX Motor Sets Regional HQ in Abu Dhabi, Boosts Auto Sector

Abu Dhabi is accelerating its position as a hub for advanced mobility as global luxury new energy vehicle (NEV) brand ROX Motor announces the establishment of its regional headquarters in the emirate. The move, revealed at DRIFTx, Abu Dhabi’s leading exhibition for smart and sustainable mobility, signals a strategic step in ROX Motor’s expansion across the GCC.

The new headquarters, backed by the Abu Dhabi Investment Office (ADIO), will oversee regional operations including sales, after-sales services, and future localisation of supply chains. The setup aims to contribute to Abu Dhabi’s economic diversification while supporting the growth of its automotive sector.

ROX Motor recently launched its flagship all-terrain SUV, the ADAMAS, in Abu Dhabi, specifically designed for UAE and GCC markets. This launch underscores the emirate’s growing role as a testbed for innovative automotive technologies and luxury vehicle experiences. The company plans to initially operate with a focused team covering core operations and gradually expand into design, marketing, and R&D.

An important element of ROX Motor’s regional strategy is nurturing local talent. Plans include recruitment drives and talent development programs that align with the UAE’s broader industrial and workforce priorities. In addition, R&D activities in Abu Dhabi will explore the integration of Arabic large-language models into smart cockpit systems and autonomous driving technologies, making the company one of the early adopters of these features in the region.

The move by ROX Motor reflects a wider trend of Abu Dhabi attracting global mobility innovators. By enabling companies to establish regional operations, advance R&D, and scale manufacturing, the emirate is steadily building a competitive and sustainable automotive ecosystem that aligns with its vision for future industries.