ROX Motor has officially unveiled its new flagship SUV, the ROX ADAMAS, at an event in Abu Dhabi.
The launch also saw the inauguration of the Borouge–ROX Motor Innovative Materials Joint Laboratory, a partnership designed to accelerate the development of next-generation materials for automotive applications. The collaboration, supported by the Abu Dhabi Investment Office (ADIO), positions Abu Dhabi at the centre of ROX’s long-term global strategy and strengthens its role in shaping the future of luxury new energy mobility.
“The launch of ROX ADAMAS from Abu Dhabi represents more than a new vehicle; it is a strategic milestone that underscores Abu Dhabi’s position as a global hub for innovation and future industries,” Mohammad Ali Al Kamali, Chief Trade & Industry Officer, Abu Dhabi Investment Office (ADIO).
“At ADIO, we believe that the future is built through collaboration. This initiative reaffirms our commitment to empowering global innovators and forging strategic partnerships that advance Abu Dhabi’s vision of a knowledge- and technology-driven economy.”
ROX Motor’s entry into Abu Dhabi reflects a growing synergy between China’s fast-moving mobility sector and the UAE’s industrial innovation agenda. Supported under ADIO’s Automotive Programme, the collaboration between ROX Motor and Borouge brings together material science, sustainability, and design engineering — paving the way for enhanced local manufacturing capabilities and new investment opportunities.
Al Kamali emphasised that this partnership demonstrates how “global innovation can be channelled into building an integrated ecosystem for industrial and commercial advancement, supporting sustainable mobility, and unlocking new opportunities for localisation.”
Positioned as a new icon of global luxury mobility, the ROX ADAMAS embodies the brand’s design philosophy of “Gliding Luxury” — the seamless harmony between power, precision, and elegance. The SUV’s form draws inspiration from Abu Dhabi’s modern architecture and natural desert landscapes, translating the fluid movement of silk into an experience of composure, capability, and confidence.
Available in six- and seven-seat configurations, the ADAMAS combines practicality with sophistication, offering a spacious interior crafted for regional lifestyles — equally suited for family travel, long-distance exploration, or urban commuting.
Under the hood, the SUV features ROX’s next-generation Range Extended Electric Vehicle (REEV) system, delivering: 235 km pure-electric range and 1,226 km total range; Dual-motor AWD system producing 350 kW and 740 N·m; and 0–100 km/h in just 5.5 seconds.
Engineered for all-terrain comfort, the ADAMAS is equipped with closed air suspension, DCC adaptive damping, and multi-terrain drive modes (road, mountain, mud, snow, wading, and sand). A dedicated desert thermal management system ensures performance reliability in the Middle East’s extreme conditions.
Intelligent Interior and Connected Experiences
Inside, the ROX OS Intelligent Cockpit, powered by the Qualcomm 8155 chip, delivers a seamless blend of connectivity and control, with:
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Arabic voice command
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Multi-screen interaction
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Global app ecosystem
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L2+ driver assistance and OTA updates
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2.2kW in-car and 3.5kW external V2L output
The cabin also introduces lifestyle-focused features such as a Tailgate Kitchen 2.0 and a roof-edge canopy, transforming the SUV into a refined outdoor experience — extending the concept of “Gliding Luxury” from city roads to open landscapes.
“ROX ADAMAS demonstrates how technology, craftsmanship, and partnership can advance together. Born from Chinese innovation and refined through Abu Dhabi’s standards of excellence, it represents our shared belief that true luxury lies in collaboration and progress,” Jarvis Yan, Founder and CEO, ROX Motor.
A Global Brand Anchored in Abu Dhabi
In just three years, ROX Motor has gone from its debut model, the ROX 01, to expanding across 30 international markets, forming strategic partnerships that bridge East and West. With ADIO’s support and its new collaboration with Borouge, ROX aims to use Abu Dhabi as a key innovation and localisation hub for its next phase of growth.
The launch of the ADAMAS represents the first milestone in this integrated approach — one that merges luxury, sustainability, and adventure under a shared vision for mobility’s future.
“Through close alignment with Abu Dhabi’s industrial vision and innovation agenda, we aim to redefine what a luxury new energy brand can represent globally,” Jarvis Yan said.
