Global debut of the luxury New Energy SUV highlights the inauguration of the Borouge–ROX Motor Joint Laboratory, accelerating specialized materials development and reinforcing Abu Dhabi’s industrial vision.
Abu Dhabi, UAE : ROX Motor officially unveiled its new global flagship SUV, the ROX ADAMAS, in Abu Dhabi today. The launch marks a pivotal moment in the brand’s international expansion and signifies a deepening of China–UAE collaboration in next-generation luxury mobility.
A key feature of the global launch was the inauguration of the Borouge–ROX Motor Innovative Materials Joint Laboratory. This partnership is established to accelerate innovation, jointly develop specialized materials for ROX Motor vehicles, and reinforce Abu Dhabi’s vision as a sustainable, innovation-driven hub for advanced mobility.
Mohammad Ali Al Kamali, Chief Trade & Industry Officer at the Abu Dhabi Investment Office (ADIO), highlighted the strategic importance of the launch. “The debut of the 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,” Al Kamali said. “This partnership, under ADIO’s Automotive Programme, is a tangible example of how global innovation can be channeled into building an integrated ecosystem for industrial and commercial advancement, supporting sustainable mobility, and unlocking new opportunities for investment and localization.”
Jarvis Yan, Founder and CEO of ROX Motor, affirmed the company’s commitment to the region. “The ROX ADAMAS represents the next phase of our international strategy and our long-term commitment to Abu Dhabi as a partner in shaping the future of luxury mobility,” Yan stated. “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.”
Guided by its product expression of “Gliding Luxury,” the ROX ADAMAS is designed as a harmony of power, precision, and elegance. Inspired by Abu Dhabi’s aesthetics, the SUV translates the flowing elegance of silk into a driving experience that is composed on the highway and highly capable on all terrains, including the dunes.
The vehicle is powered by ROX’s next-generation Range Extended Electric Vehicle (REEV) system, achieving a 235-km pure-electric range and a remarkable 1,226-km total range. Its dual-motor All-Wheel-Drive (AWD) delivers 350 kW and 740 N•m, allowing it to sprint from 0–100 km/h in just 5.5 seconds.
Engineered for regional conditions, the ADAMAS features a closed air suspension with DCC adaptive damping, a dedicated desert thermal management system for performance stability, and optimized driving modes, including sand and wading, along with advanced off-road cruise control.
The interior features the ROX OS Intelligent Cockpit, powered by the Qualcomm 8155 chip, offering Arabic voice control and a multi-screen interface. Combining luxury with utility, the ADAMAS is available in six- and seven-seat configurations and includes a tailgate kitchen 2.0 and roof-edge canopy, transforming it into a refined space for outdoor living.
Yan concluded: “Born from Chinese innovation and refined through Abu Dhabi’s standards of excellence, the ROX ADAMAS demonstrates our shared belief that true luxury lies in collaboration and progress, setting a new benchmark for global industrial partnership.”
