Rox Motor Unveils New Regional Headquarters in Abu Dhabi, Cementing Presence in the UAE Market

Rox Motor, a specialist in new energy vehicle manufacturing, has opened its regional headquarters in Abu Dhabi with support from Abu Dhabi Investment Office. The move strengthens the emirate's position as a growing hub for smart and sustainable transportation industries in the Middle East.

The company announced the launch during the second edition of DRIFTx, an event organized by SAVI (Smart and Autonomous Vehicles Industries cluster) under Abu Dhabi Investment Office. The event showcases the latest smart mobility and autonomous driving solutions.

The new headquarters will manage regional operations and coordinate sales activities and after-sales services. But there's more to this than just setting up shop. The facility will also help develop supply chains and automotive-related industries in Abu Dhabi. Rox Motor plans to expand its research and development activities in the emirate, including developing autonomous driving applications and integrating Arabic language into smart driving systems.

This Arabic integration is particularly noteworthy. Most autonomous vehicle systems currently operate primarily in English and Chinese. Adding Arabic language capabilities could give Rox Motor a competitive edge in Gulf markets where local language support remains limited.

Mohamed Ali Al Kamali, CEO of Trade and Industry at Abu Dhabi Investment Office, said the company's choice of Abu Dhabi reflects the emirate's status as a global center for innovation and future industries. He emphasized the office's commitment to supporting partnerships that contribute to technology transfer, creating quality jobs, and enhancing economic diversification.

Jarvis Yan, founder and CEO of Rox Motor, expressed appreciation for the support provided by Abu Dhabi Investment Office. He noted that the new headquarters reinforces the company's commitment to the UAE market and Gulf Cooperation Council markets, serving as a base for expanding future operations in the region.

The timing is strategic. The UAE has been pushing hard to become a regional leader in electric and autonomous vehicles. The government has set ambitious targets for electric vehicle adoption and is investing heavily in charging infrastructure. For investors and automotive companies, this creates opportunities in a market that's actively supporting the transition to new energy vehicles.

This opening fits into Abu Dhabi Investment Office's broader efforts to attract global companies in advanced industries and smart mobility sectors. The emirate is positioning itself as a primary hub for innovation and future industrial technologies, competing with other regional centers like Dubai and Saudi Arabia's NEOM project.