FLAGSHIP ULTRA-LUXURY SUV FROM ROX MOTOR THAT REDEFINES ADVENTURE

The Rox Adamas launch in Abu Dhabi underscores the fact that the capital is fast becoming a global hub for innovation and technology, says Anand Raj OK

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The setting could not have been more apt. In the capital's luxuriant Emirates Palace Mandarin Oriental, with VVIP dignitaries including royalty and leading members from the community not to mention global media in attendance, the automotive world last week witnessed the launch of a new era of luxury and performance.

With senior members of the official launch partner, Abu Dhabi Investment Office, looking on, the lights dimmed in the splendid ballroom, and ROX Motor unveiled its flagship model, the ROX Adamas. Even as the crowd gasped in admiration, two ROX Adamas automobiles glided onto the stage, their presence commanding attention. The usage of the word 'glided' is intentional because 'Gliding Luxury' is the car's tagline. And it could not be more appropriate.

ADVENTURE MEETS REFINEMENT

An ultra-luxury all-terrain SUV that seamlessly blends elegance, class and style with rugged capability, Adamas boasts just about everything one can expect - and want - in an absolutely high-end automobile. Promising to redefine how adventure meets refinement, the vehicle is sleek, powerful, and unapologetically bold. More than an automobile it is a statement of vision, engineering mastery, and design excellence. From every angle, the Adamas communicates a message: luxury does not have to be delicate; power does not have to be raw.

The spectacular event was a clear indication that Abu Dhabi is fast becoming a global hub for major launches in innovation and technology. And if the vehicles on show were any indication, Rox Motor's vision is clear: to be a major disruptor in the global automobile sector.

The global was highlighted by the inauguration of the Borouge-ROX Motor Innovative Materials Joint Laboratory, established to accelerate innovation and jointly develop specialised materials for ROX Motor vehicles.

ABU DHABI A GLOBAL INNOVATION HUB