Rocks, a Chinese automaker, has started production of its Adamas vehicles at a factory in Abu Dhabi through a partnership with the Abu Dhabi Investment Office. The facility will conduct sub-assembly of vehicle components, full vehicle assembly, calibration, rain and driving tests, and final inspection before delivery.
The factory, located on 10,000 square meters within Khalifa Industrial Zones Abu Dhabi, is part of the UAE government's "Make in Emirates" initiative. It has the backing of the Ministry of Industry and Advanced Technology and supports the national strategy for advanced manufacturing known as "Project 300 Billion."
The facility is planned to produce 20,000 vehicles annually when it begins full operation in 2027, with expansion to 300,000 vehicles per year by 2030. All vehicles manufactured there will carry a "Made in Emirates" label, with sales targeting the local market and regional and global exports.
Hassan Jassem Al Noaimi, undersecretary of the Ministry of Industry and Advanced Technology, said the ministry was developing "a flexible and growth-enabling industrial environment" that allows international companies to establish operations and transfer knowledge and technology. Rocks established its global headquarters in Abu Dhabi last year.
Rocks founder and chief executive Jarvis Yan said the manufacturing center represented "an important milestone" and a launchpad for expanding the company's presence toward various international markets. The company has also announced an artificial intelligence laboratory and design studio in Abu Dhabi, with plans to reveal its first vehicle with Emirati design elements in March 2027.
Rocks will launch the second season of its "Grand Tour" campaign, with two Adamas vehicles manufactured in Abu Dhabi embarking on a tour across West Africa from Abu Dhabi, covering Nigeria, Ghana, Côte d'Ivoire, Liberia, Sierra Leone, Guinea, Guinea-Bissau, Gambia, Senegal, Mauritania, and ending in Casablanca, Morocco.
