At a high-level ceremony attended by senior government officials, ROX Abu Dhabi announced the establishment of a strategic partnership with Egypt's ESI Group — Ezz El Arab El Sweedy for Investments — to create ROX ESI Egypt. The signing was attended by Dr. Mohamed Farid, Minister of Investment and Foreign Trade, and Engineer Khaled Hashem, Minister of Industry, alongside ESI leaders Engineer Hesham Ezz El Arab and Engineer Ahmed El Sweedy.

The agreement represents ROX's first overseas entity outside the United Arab Emirates and its primary gateway into African continent markets.

The event underscores that the UAE is no longer merely a destination for global brands, but has become a cradle for industrial companies with genuine global ambition. ROX is not the exception — it is the model.

A brand rooted in the UAE, designed for the world

Headquartered in Abu Dhabi, ROX covers the full value chain of next-generation vehicle manufacturing: from design, research and development, and artificial intelligence technologies through to production and marketing.

At the MIITE exhibition last month, the company announced the UAE's first advanced smart manufacturing centre, with a target production capacity of 300,000 vehicles per year by 2030, contributing approximately 10% toward the UAE's AED 300 billion project target.

Today, with the launch of ROX ESI Egypt, those ambitions extend southward into Africa. Local production operations at the Cairo factory are scheduled to begin in the first half of 2027 to serve growing African markets, while the UAE manufacturing centre — set to begin production this year — will serve Gulf Cooperation Council markets.

Together, the two facilities form an integrated regional manufacturing network designed to enhance efficiency and localise production.

A partnership between two regional powers

The partnership brings together ROX's advanced technologies and intellectual property — encompassing more than 1,718 patent applications worldwide, of which 816 have been granted — and a commercial presence in more than 40 global markets, with ESI's deep manufacturing expertise and targeted knowledge of the Egyptian and African markets.

Production is expected to include the ROX 01 and ROX ADAMAS models, both oriented toward African markets.

ROX ranks first in growth rate within the vehicle segment priced above $80,000, and is the world's first brand to establish a joint laboratory with Borouge.

ROX by the numbers: a growth story backed by evidence

  • More than 100 showrooms in nearly 40 countries worldwide
  • More than 50 service centres in 34 countries, supported by 8 field technical experts
  • More than 20,000 cumulative units delivered in the Middle East and North Africa region
  • More than 5,000 cumulative sales in the UAE alone
  • Target production capacity: 300,000 vehicles per year by 2030

From the Gulf to Africa: a UAE vision taking shape

The ROX ESI Egypt partnership marks a turning point in the UAE's industrial landscape. Abu Dhabi is the global hub, the Gulf is the home market, and Africa is the next frontier.

From these three points, ROX is building an integrated regional manufacturing network designed to improve efficiency, enhance localisation, and reach the widest possible markets.

This is not merely a business deal. It is proof that the UAE does not only attract global industry — it now exports it.