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ROX Motor is a Chinese automotive brand focused on the off-road new energy vehicle sector, with the mission to "create dream transportation solutions for those who long for distant horizons," dedicated to building new energy travel solutions that combine off-road capability with luxury experiences for global outdoor enthusiasts. The brand is operated by Shanghai Luoke Intelligent Technology Co., Ltd., with headquarters located in Yangpu District, Shanghai. The company founder and chairman, Chang Jing, is a serial entrepreneur who founded Roborock in 2014 and successfully took the company public; he is also a senior off-road camping enthusiast. The co-founder and CEO, Yan Feng, possesses a dual background in automotive and internet industries and previously participated in leading the intelligent operating system R&D for the Roewe RX5 "Internet Car."
Luoke Intelligent Technology was established on January 8, 2021. Registered capital increased from approximately 1.7 billion RMB to 3 billion RMB in March 2026, a growth of 77%, and was selected for the "2024 Hurun Global Unicorn List" with a valuation of approximately 15 billion RMB, ranking 523rd. With the core philosophy of "algorithm-driven mobility, software-defined automobiles," more than 75% of the staff are research and development personnel. In the first year of establishment, average patent applications per employee exceeded 1.8, and they have cumulatively held over 1,600 technical patents. The company adopts an "asset-light" operating model—relying on industrial support from Weiqiao Pioneer Group and production qualifications from Beijing Automotive Works, it focuses on product definition, technology R&D, and brand operation. Its products have entered over 40 countries and regions, established over 80 showrooms, and formed a solid high-end brand perception in Middle Eastern markets such as the UAE and Saudi Arabia.
Luoke's founding originated from a cross-industry encounter. At the end of 2020, Chang Jing, who had just successfully led Roborock to listing, met Yan Feng. Chang Jing is an off-road camping enthusiast with over a decade of experience who keenly observed the rapid expansion of China's outdoor demographic, deciding to combine his understanding of new energy technology with outdoor scenarios. In January 2021, Shanghai Luoke Intelligent Technology Co., Ltd. was officially established.
Following its establishment, the company immediately initiated the dual construction of capital and industry. In November 2022, Luoke obtained the National High-Tech Enterprise certification, becoming one of the fastest companies in the automotive technology industry to receive this honor. In the same year, the company met Weiqiao Pioneering Group, one of the world's largest bauxite mining enterprises. In September 2023, both sides formally reached a strategic cooperation agreement—Weiqiao invested 1 billion USD strategically into Luoke, and ROX Motor thereby obtained the asset-heavy support of the "Global Aluminum King," successfully crossing the most critical survival hurdle in the early startup phase.
On the product front, in April 2023, Luoke launched the ROXMatrix multi-domain fusion intelligent system, completing the core development and verification of the new intelligent chassis and intelligent cockpit; on August 22, 2023, ROX Motor officially released its first mass-produced model, the Jishi 01. In December 2023, deliveries of the ROX 01 began.
2024 was the year ROX Motor commenced its global voyage. In April of that year, the brand officially launched its global journey, with the first stop targeting the Middle Eastern market. In 2025, the brand entered a stage of rapid growth. In October, the global flagship all-terrain SUV—ROX ADAMAS—premiered globally at the Emirates Palace Hotel in Abu Dhabi, UAE, hailed as "the grandest new car launch in the Middle Eastern automotive circle that year." In November of the same year, ROX Motor announced the establishment of a regional headquarters in Abu Dhabi, becoming the first Chinese new force automotive enterprise to set up a regional headquarters overseas. In December, the ROX ADAMAS China version officially went on sale.
In 2026, ROX Motor entered a new cycle of accelerated expansion. In March, the registered capital of the affiliated company increased significantly from 1.7 billion RMB to 3 billion RMB, laying a solid financial foundation for subsequent R&D, channels, and global expansion.
ROX Motor currently possesses two core model product lines: ROX 01 and ROX ADAMAS.
The ROX 01 is the brand's first mass-produced model, positioned as a mid-to-large smart luxury SUV, focusing on all-terrain off-roading and family outdoor travel. The body dimensions are 5050×1980×1869 mm, with a wheelbase of 3010 mm. The overall styling is square and tough, adopting a steel-aluminum hybrid body with a high-strength steel application ratio of 87%, laying the foundation for extremely high body torsional stiffness.
Power-wise, it adopts a dual-motor four-wheel-drive extended-range electric system. The combined power of the front and rear dual motors is 350 kW, with a peak torque of 740 N·m, achieving 0-100 km/h acceleration in 5.5 seconds. It is equipped with a 44.5 kWh power battery pack and a 70 L large fuel tank. The CLTC combined range reaches 1338 km, and the WLTC combined range is 1115 km. The cockpit is standardly equipped with the Qualcomm 8155 chip, featuring a 12.3-inch digital instrument cluster and a 15.6-inch central control screen, supporting Level 2+ intelligent assisted driving. The interior uses either 2-2-3 or 2-2-2 seating layouts— the versatile 7-seat version has a unified national retail price of 349,900 RMB, and the premium 6-seat version is 359,900 RMB. The vehicle pioneered a rear tailgate catering system and supports outdoor-exclusive functions such as 6 kW external power discharge and automatic camping leveling mode.
ROX ADAMAS is the brand's global flagship all-terrain luxury SUV, positioned higher than the ROX 01. It premiered globally in the UAE in October 2025 and launched in China on December 28, 2025. It offers two versions—six-seater and seven-seater. The six-seater version is equipped with Nappa leather second-row zero-gravity seats with a maximum recline angle of 150°; the seven-seater version has a central channel width of 183 mm, facilitating entry and exit for the third row. The official guiding price ranges from 349,900 to 359,900 RMB, with launch rights prices ranging from 334,900 to 344,900 RMB.
ROX ADAMAS is equipped with a 1.5T extended-range hybrid system and dual-motor four-wheel drive, with combined power of 350 kW and peak torque of 740 N·m. It matches ternary lithium battery packs with capacities of 42.55 kWh and 56.01 kWh respectively. The WLTC pure electric range is 167 km and 235 km respectively, with a combined range exceeding 1400 km. The chassis is equipped with 140 mm stroke air suspension, and self-developed DCC intelligent damping control system, providing 7 full-terrain driving modes including Auto, Road, Mountain, Mud, Sand, Deep Snow, and Wading. External power discharge power has increased to 5.7 kW, integrating system-wide outdoor functions such as camping automatic leveling mode and tailgate outdoor bar 2.0.
According to company planning, from 2025 to 2027, ROX Motor will accelerate product iteration with the pace of "one new model every year," continuously perfecting the all-terrain SUV matrix to cover more sub-divided outdoor travel scenarios.
ROX Motor's market strategy adopts a "overseas first, domestic synergy" detour route, avoiding intense internal competition in the domestic new energy market, and establishing itself in Middle Eastern markets such as the UAE, Saudi Arabia, and Qatar first.
In 2025, ROX Motor's global sales climbed steadily, delivering 15,318 units for the year, a year-over-year growth of nearly 3 times, achieving 11 consecutive months of month-over-month sales positive growth, and 12,2528 units delivered in December alone, setting a new historical high. In the same year, the brand also reached the milestone of cumulative 20,000 units off the line.
Entering 2026, its sales growth curve continued to extend upward—delivering 1,028 units in January, 1,298 in February, 1,480 in March, and 2,035 in April, achieving positive month-over-month growth for four consecutive months. April set a new historical high for single-month brand deliveries. In the core Middle Eastern market UAE, the ROX 01's market share in the luxury all-terrain sub-segment above 80,000 USD exceeded 10%, ranking in the top five of that sub-segment, and was called a "Defender Killer" by local media. The Dubai Police Department has procured the ROX 01 as official vehicle, further verifying its product reliability in strict official duty scenarios. At the same time, ROX Motor has established sales networks in over 40 countries and regions globally, with overseas markets contributing approximately 70% of the brand's sales.
In terms of product strategy, ROX Motor focuses on the 350,000 RMB level extended-range mid-to-large SUV track, adopting an asset-light model manufactured by BAIC, integrating mature supply chains such as CATL, Bosch, and Continental, effectively reducing fixed cost investments. At the same time, the company obtains relatively healthy unit gross margins through high overseas pricing (approximately 80,000 USD in the Middle East region), using high premiums to exchange for cash flow. This "high overseas proportion, high unit premium" growth structure allows it to maintain sustainable operation in the early stage without scale effects.
Relying on Luoke's deep accumulation in algorithms and intelligent technology, ROX Motor, around the concept of "algorithm-driven mobility, software-defined automobiles," has built a full-stack technology system covering intelligent extended-range, all-terrain chassis, intelligent cockpit, and intelligent driving.
All ROX models are equipped with an extended-range hybrid system, adopting dual-motor all-wheel drive. The core of the system lies in the fully self-developed MDCU Drive Domain Control Unit—acting as the "brain" of the three-electric system, it coordinates drive control, extender control, thermal management, and energy management in real-time, keeping the battery, motor, and extender operating in the optimal temperature interval, while providing three intelligent switching modes for the driver: pure electric priority, hybrid, and fuel priority. The system's actual range achievement rate in the Middle Eastern sandstorm environment reached 91%, setting an industry record.
ROX chassis adopts independent suspension architecture with front double wishbone and rear multi-link, with high-spec versions equipped with 140 mm stroke air suspension. Combined with the self-developed DCC intelligent damping control system, it can adjust suspension height and damping independently and in real-time according to driving conditions. It provides 7 terrain modes including Auto, Road, Mountain, Mud, Sand, Deep Snow, and Wading, and supports OTA continuous upgrades for chassis functions.
Launched in April 2023, the ROXMatrix system is the culmination of ROX Motor's intelligent technology. This system can achieve multi-scenario applications in cities and outdoors, building a self-developed middleware layer on top of traditional functional domains (power, chassis, cockpit, and autonomous driving domains), forming a set of intelligent automotive basic software dedicated to outdoor scenarios. The system integrates intelligent crossing algorithms for complex road conditions such as ice, snow, desert, and climbing, achieving industry-first all-terrain adaptive capability.
ROX Motor is equipped with a Level 2+ assisted driving system, adopting the Horizon Journey®6M chip (128 TOPS), with 12 cameras, 3 mmWave radars, and 12 ultrasonic radars equipped throughout the vehicle. It can achieve Highway Pilot Assisted Driving (NOA), all-scenario adaptive cruise control, and all-scenario AEB functions—AEB can take effect across the full speed range of 5 to 120 km/h, accurately identifying vehicles, pedestrians, cyclists, and other targets. The system cooperates with NVIDIA, possessing the computing power foundation for future upgrades. In terms of parking, it supports remote assisted parking and straight summon functions in various scenarios such as vertical and parallel parking.
ROX Motor full series is standardly equipped with 6 kW or more external discharge capability (ADAMAS version reaches 5.7 kW), and integrates system-wide scene functions such as the pioneering rear tailgate catering system, camping automatic leveling mode, and tailgate outdoor bar. In the future, the company will customize outdoor differentiation software functions onto SoC chips, making the vehicle a super intelligent terminal integrating perception, computation, and expression.
ROX Motor's global path is a rare "go global first, position upfront" typical case for a Chinese new force automotive enterprise. Its overseas layout is not a subsidiary export but the core pillar of the overall brand strategy.
Middle East Market is its overseas "headquarters". In October 2025, ROX Motor premiered ADAMAS globally at the Emirates Palace Hotel in Abu Dhabi. Only one month later, ADAMAS orders in the UAE, Qatar, and Saudi Arabia exceeded 2,000 units. In the Middle East luxury SUV market, it has achieved a market share of over 6%. In November 2025, it established a regional headquarters in Abu Dhabi with the support of the Abu Dhabi Investment Office (ADIO), making it the first Chinese new force brand to set up a regional headquarters overseas. Initially, the headquarters is responsible for regional operations, sales, and after-sales service, and will expand to marketing, design, and R&D fields in the future. ROX Motor is also expanding two core businesses in Abu Dhabi: integrating the Arabic large language model into the brand's intelligent cockpit; deploying autonomous driving functions, striving to become one of the first passenger vehicle manufacturers to launch such functions in the region.
Central Asia and African Markets are also important growth poles for ROX Motor. During the 2025 Guangzhou Auto Show, the brand completed signings with partners in Cameroon, Tunisia, and Morocco, further expanding the African market channel network. In the Central Asian market, Kazakhstan has become a stable regional base for ROX Motor.
In terms of overseas service systems, ROX Motor plans to establish parts warehouses in key areas such as the Middle East and Central Asia to achieve emergency delivery within 5 days within the region, and will build 60 standardized after-sales service centers globally. The brand also launches localized customized services in overseas markets, adapting according to differences in user habits and human beliefs across different regions.
ROX Motor has the long-term vision of becoming the "preferred new energy brand for global outdoor enthusiasts" by 2030. The global sales target for 2026 is set at 30,000 units.
In terms of Products, the company maintains the pace of "one new car every year," completing the product closed loop from entry flagship to high-end flagship from ROX 01 to ADAMAS. According to planning, R&D and launch preparation for the third model will start in 2026, further improving the all-terrain SUV product line.
In terms of Technology, the ROXMatrix multi-domain fusion system will continue to evolve, while deepening cooperation on lightweight strategy 2.0 with Weiqiao Pioneering Group, promoting the R&D target of increasing aluminum material proportion in next-generation products to 50%. The company will also push for differentiated layout of outdoor software functions customized onto SoC chips, further improving intelligent experience and system operation efficiency.
In terms of Channels, the "agency cooperation" model will be fully launched in 2026, accelerating the construction of domestic sales and service systems, promoting synergistic growth of domestic and overseas markets with a "walk on two legs" mode. Overseas, it will use the Abu Dhabi regional headquarters as a core hub to continue penetrating into the Middle East, Central Asia, Africa, the Americas, and European markets.
In terms of Capital and Production Capacity, the 3 billion RMB registered capital increase in March 2026 provides ample financial support for the company's subsequent R&D investment, channel expansion, and global layout. Relying on the industrial resource endorsement of Weiqiao Pioneering Group and the production qualification support of Beijing Automotive Works, ROX Motor will continue to promote brand growth with an asset-light, high-efficiency mode. Although annual sales cannot yet match first-tier new forces, relying on stable cash flow from high-premium overseas markets and a "small and steady" growth pace, it is carving out a differentiated and sustainable development path in the "global all-terrain luxury SUV" sub-segment track.
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