Rox Motor en W Motors lanceren EV-fabriek in Abu Dhabi

Chinese luxury electric vehicle (EV) manufacturer ROX Motor needs to be taken increasingly seriously as a player in the automotive landscape of the Middle East, The company has partnered with Dubai-based W Motors to establish an EV manufacturing facility in Abu Dhabi. This collaboration, announced recently, signals a deeper commitment by Gulf nations to nurture their burgeoning automotive sectors as they seek to diversify their economies away from oil dependency.

Drawing on UAE Capabilities

The primary product of this venture will be the ROX 01, a mid-size combustion-electric SUV, set to be produced at the newly established W Motors facility. Despite high expectations surrounding this project, the companies have yet to disclose financial specifics or a timeline for the rollout of the first units. This development is viewed as part of a broader strategy aligned with the UAE’s Operation 300Bn initiative, which aims to boost the manufacturing sector’s contribution to the national economy significantly.

Complementing its manufacturing efforts, ROX Motor has also signed a strategic agreement with UAE-based Enercap to develop high-performance batteries for its EV line-up. This partnership is crucial, considering the increasing demand for energy-efficient and high-performance vehicles in a market that is rapidly evolving. Furthermore, ROX has initiated a joint research and development programme with Borouge, a key petrochemical giant, focusing on the use of polyolefin materials in vehicle design, which may enhance sustainability efforts.

“This partnership accelerates our regional growth and aligns with the UAE’s industrial strategies. Together with W Motors, we’re building the future of sustainable mobility in the UAE and beyond,” said Jarvis, Founder & CEO of ROX Motor.

Complementing Industry 4.0

This push into the EV market coincides with the UAE’s broader initiatives under its Industry 4.0 programme, which aims to boost industrial productivity by 30%, thus cementing the country’s status as a global manufacturing hub for future technology. With reformed strategies targeting digital transformation and innovation, the UAE is increasingly positioning itself at the forefront of the Fourth Industrial Revolution. The government is further incentivising industrial adoption of advanced technologies by introducing measures such as customs duty exemptions and potential routes to permanent residency for investors, as outlined in its programs.

Abu Dhabi’s strategy has been further bolstered by the opening of a dedicated centre for smart and autonomous vehicle industries in 2023, which has the ambitious goal of adding up to AED120 billion (approximately $33 billion) to the economy over time. This strong institutional backing is supported by the significant investment, which is part of the UAE’s Energy Strategy 2050 aiming to triple the contribution of renewable energy and balance supply with environmental obligations.

Not Just The UAE

Other automotive developments in the region have also gained traction. For instance, Dubai’s NWTN has established a facility capable of assembling up to 10,000 semi-knockdown EVs annually, showing that local manufacturing capabilities are expanding. However, it is noteworthy that the company previously withdrew from a potential $500 million investment in the troubled Chinese EV manufacturer Evergrande, signalling the volatility present in the global EV market.

In Saudi Arabia, the electric vehicle sector is receiving attention as well, with the Saudi Public Investment Fund and Hyundai Motor Company planning to launch their joint venture vehicles by late 2026. Additionally, Ceer, the kingdom’s first homegrown EV manufacturer, is set to deliver its inaugural model around the same timeframe, demonstrating a regional push towards electrifying transport.

These developments reflect a growing commitment among Gulf countries to foster a sustainable automotive industry that prioritises innovative technology and environmental stewardship. By focusing on electric vehicles and smart manufacturing, the UAE and its neighbours are not only setting ambitious economic targets but also aligning with global efforts to address climate change through cleaner energy solutions.

As the automotive landscape in the Middle East transforms, partnerships like that of ROX Motor and W Motors encapsulate the region’s strategic vision of becoming a beacon of technological advancement, resilient in the face of changing demands and environmental imperatives.