ROX Adamas Makes Its Grand Global Debut in Abu Dhabi
A new name has entered the global luxury car scene and it made its first impression right here in the UAE. Chinese luxury automaker ROX has officially unveiled its flagship SUV, the ROX Adamas, during an exclusive global debut at the Emirates Palace in Abu Dhabi.
This marks the brand’s bold step into the international luxury market, beginning from the Middle East, a region that has long embraced innovation, performance, and prestige in the automotive world.
The Middle East debut wasn’t a coincidence; it was a deliberate choice to showcase the Adamas among some of the world’s most discerning automotive enthusiasts.
Design Inspired by the Emirates
The Adamas pays homage to the natural beauty of the Middle East. Its exterior color palette draws inspiration from the region’s desert sands, shimmering coastlines, and golden sunsets, resulting in a design that feels distinctly local yet globally appealing.
At first glance, the front grille stands out, a diamond-mesh design paired with sleek LED matrix headlamps, setting an assertive tone. The sculpted body lines lead the eye to a full-width LED light bar at the rear, framed by subtle chrome touches that enhance its premium feel.
Flush door handles, large aerodynamic wheels, and a panoramic roof complete its elegant yet athletic silhouette.
Crafted Like a Luxury Lounge
Inside, the ROX Adamas welcomes you into a world of pure craftsmanship. The cabin combines premium Nappa leather upholstery, microfiber suede headliner, and refined stitching details that reflect the brand’s dedication to quality. Every material feels deliberate, from the soft-touch surfaces to the brushed metal accents.
The interior experience is elevated with ambient lighting, advanced climate control, and a large high-definition infotainment system that seamlessly integrates navigation, entertainment, and connectivity. It’s a cabin built not only for luxury but also for long journeys, designed to keep passengers relaxed and connected, even on the road from Abu Dhabi to Riyadh without a single stop.
Power Meets Efficiency
Underneath its refined design, the Adamas is powered by a dual electric motor setup that delivers an impressive 475 horsepower with all-wheel drive capability. A 56 kWh battery works alongside a 70-litre fuel tank for the range extender, giving it an extraordinary total range of 1,226 km.
That means the Adamas can easily travel across borders, offering both electric sustainability and the reassurance of long-distance endurance. Its fuel efficiency of 16.3 km/litre makes it one of the most capable extended-range SUVs in its class.
Luxury for Every Preference
The Adamas lineup will be offered in several trims, each designed to meet different driving needs and tastes. The Standard model emphasizes comfort and innovation, offering premium leather interiors, a panoramic sunroof, and a suite of advanced safety technologies. Higher trims are expected to introduce even more bespoke features, aligning ROX’s ambition with global luxury benchmarks.
While pricing details are yet to be announced, ROX has confirmed that more information about regional specifications and delivery timelines will be shared soon. Judging by its first impression, the Adamas is poised to make a strong mark among luxury SUV buyers in the Middle East and beyond.
Drive UAE’s Take
At Drive UAE, we see the debut of the ROX Adamas as another exciting moment for the region’s automotive landscape. The UAE continues to attract global luxury car launches, and the Adamas represents how electric innovation and traditional craftsmanship can coexist beautifully.
Stay tuned as Drive UAE continues to bring you updates on the latest car debuts, test drives, and luxury trends shaping the roads of tomorrow.