ROX opens Abu Dhabi showroom and expands UAE service network

ROX has opened its first showroom in Abu Dhabi and started operations at a regional parts hub in Jebel Ali, with a dedicated aftersales centre set to open by August 15. The expansion deepens ROX’s UAE footprint as the brand pushes faster service, better parts access and broader support for customers across the Emirates.

Why it matters: - ROX is building a fuller ownership network in the UAE, not just selling vehicles. - The new showroom, service centre and parts hub are meant to speed up repairs, improve parts availability and reduce downtime for customers. - ROX is using the UAE as a base for broader growth across the Middle East and North Africa.

What happened: - ROX opened its first Abu Dhabi showroom at Marina Mall in partnership with exclusive distributor Futures Trans Motors. - ROX said its dedicated UAE aftersales service centre in Abu Dhabi will open by August 15. - ROX began operations at its regional parts hub in Jebel Ali, Dubai, developed with JINGDONG Logistics. - The Abu Dhabi showroom is ROX’s third retail location in the UAE. - The showroom covers about 500 square metres. - The service centre is located in Mussafah Industrial Area. - The service centre covers about 3,500 square metres and is ROX’s largest dedicated aftersales site in the UAE. - The service centre will be dedicated to ROX vehicles only.

The details: - The Abu Dhabi showroom includes consultation areas, vehicle displays and personalized customer service. - Customers in Abu Dhabi can experience ROX technologies and arrange test drives at the showroom. - The Abu Dhabi service centre will offer mechanical repairs, electronic diagnostics, body and paint repairs and high-voltage battery maintenance. - ROX’s existing Dubai service centre covers 2,000 square metres and is operating at full capacity. - By the end of August, Futures Trans Motors will expand aftersales support through an ADNOC partnership. - That partnership will give customers access to 20 additional quick service locations across the UAE. - The Jebel Ali parts hub is now operational after being first announced in April. - Distributors across key GCC markets can source parts directly from the UAE through the hub. - The hub manages more than 30,000 parts across over 2,000 SKUs. - ROX says the hub delivers first-time fulfilment of up to 95%. - ROX says the hub and service centre will shorten repair lead times, improve responsiveness and support next-day parts fulfilment across the UAE. - ROX opened its Sheikh Zayed Road showroom in Dubai earlier this year. - ROX has established its global headquarters in Abu Dhabi. - ROX is also progressing plans for the Middle East’s first Advanced AI Manufacturing Centre. - As of May 2026, ROX said cumulative deliveries in the Middle East and North Africa exceeded 20,000 vehicles. - ROX said more than 5,000 vehicles had been delivered in the UAE. - ROX said it holds more than 10% market share in the luxury all-terrain SUV segment above US$80,000 in the UAE. - ROX says it has built its UAE presence in less than two years.

Between the lines: - The expansion shows ROX is competing on post-sale support as much as on showroom presence. - The parts hub and multi-location service network suggest ROX is trying to remove friction that can slow premium vehicle ownership. - ROX is signaling confidence in demand by investing in local infrastructure before the market is fully mature.

What's next: - ROX’s Abu Dhabi aftersales centre is scheduled to open by August 15. - Futures Trans Motors and ADNOC are expected to add 20 quick service locations by the end of August. - ROX’s local support network is likely to keep growing as customer demand rises. - ROX said it is continuing plans for an Advanced AI Manufacturing Centre in the Middle East.

The bottom line: - ROX is turning the UAE into a full-service hub for sales, service and parts, with Abu Dhabi now central to its regional expansion.

For more information, visit the company’s announcement.