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ROX is a Chinese new energy vehicle brand founded in 2021 by Shanghai Luoke Intelligent Technology Co., Ltd. (Chairman Chang Jing, CEO Yan Feng) in partnership with Weiqiao Pioneer Group. Headquartered in Shanghai, its vehicles are manufactured by Beijing Automotive Manufacturing Co., Ltd. The brand is deeply rooted in intelligent technology, guided by "long‑termism" and a "spirit of reliability," and is positioned in the mid‑to‑large intelligent luxury SUV segment under the brand slogan "Love Home, Love Outdoors, Love Every Departure." ROX focuses on the high‑end new energy vehicle space for outdoor travel. ROX has no business, capital, equity, or R&D ties to Roborock; the two are entirely independent in brand, operations, and development.
Founding and Debut Model (2021–2023). In 2021, Shanghai Luoke Intelligent Technology Co., Ltd. was established, and the ROX Motor project was officially launched. The Chairman is Chang Jing, founder of Roborock, and the CEO is Yan Feng. In August 2023, ROX Motor unveiled its debut model, the ROX 01, available in 6‑seat and 7‑seat versions, priced from 349,900 to 359,900 RMB. In September of the same year, the brand received a 1 billion USD strategic investment from Weiqiao Pioneer Group.
Product Iteration and Global Launch (2024–2025). In August 2024, the ROX 01 added a standard‑range version, lowering the entry price to 299,900 RMB. The brand accelerated its global expansion, establishing sales networks in more than 20 countries and regions, including the Middle East and Southeast Asia, with flagship stores in Dubai and Manila opening simultaneously. In the same year, a cooperation agreement was signed with Saudi Arabia's Laith Al Obaidi Group. In March 2025, a Belt and Road cooperation agreement was signed with the South‑South International Trade Promotion Centre. That year, a lightweight joint laboratory was built with Weiqiao Pioneer Group to increase the aluminium material application ratio to 50%. On December 28, 2025, the all‑terrain luxury SUV ROX ADAMAS China Edition was officially launched, positioned as a technical evolution of the ROX 01, available in two trims: the Outdoor All‑round 7‑seater and the Luxury Executive 6‑seater, with official guide prices of 349,900 and 359,900 RMB respectively, and launch promotional prices ranging from 334,900 to 344,900 RMB. That month, the brand's 20,000th production vehicle rolled off the line, marking 11 consecutive months of positive sales growth. By the end of 2025, ROX Motor had entered more than 40 countries and regions globally.
Strategic Deepening and Domestic Push (2026–Present). In 2026, ROX Motor increased its focus on the Chinese market, launching an agency cooperation model with the goal of covering major prefecture‑level cities nationwide. In March 2026, its affiliate Shanghai Luoke Intelligent Technology Co., Ltd. raised its capital to 3 billion RMB. ROX has set a global sales target of 30,000 units for 2026, and aims to become the "preferred new energy brand for global outdoor enthusiasts" by 2030.
ROX has built a product lineup centred on the ROX 01 and ROX ADAMAS, positioned in the mid‑to‑large intelligent luxury SUV segment with a focus on extended‑range powertrains, priced between 300,000 and 360,000 RMB.
ROX 01 is the brand's first production model, a mid‑to‑large intelligent luxury SUV launched in August 2023, available in a 6‑seat Luxury Executive (359,900 RMB) and a 7‑seat Outdoor All‑round (349,900 RMB). It measures over five metres in length and is powered by a front‑rear dual‑motor extended‑range system delivering 350 kW of combined power and 740 N·m of peak torque, sprinting from 0 to 100 km/h in 5.5 seconds, with a CLTC combined range of up to 1,338 km. In August 2024, a standard‑range version was added, lowering the starting price to 299,900 RMB. That same year, the Fishing Master Edition was unveiled at the Chengdu Auto Show, further extending the brand's reach into outdoor niche scenarios.
ROX ADAMAS is the technical evolution of the ROX 01, launched on December 28, 2025. Positioned as an all‑terrain luxury mid‑to‑large SUV, it measures 5,050×1,985×1,856 mm with a 3,010 mm wheelbase. Official guide prices are 349,900 RMB for the Outdoor All‑round 7‑seater and 359,900 RMB for the Luxury Executive 6‑seater, with launch promotional prices ranging from 334,900 to 344,900 RMB. The Luxury Executive 6‑seater features a 2+2+2 layout with dual‑side zero‑gravity aviation seats offering ventilation, heating, and multi‑point massage. The Outdoor All‑round 7‑seater has a 2+2+3 layout with a wide central aisle for easy access to the second and third rows, and both rear rows can be folded flat with one touch to create a completely flat space—ideal for family camping and long‑distance road trips. The powertrain is a 1.5T extended‑range system delivering 350 kW and 740 N·m of torque, with a CLTC combined range of up to 1,405 km.
ROX sales have grown rapidly since 2024, with the overseas market contributing the majority of volume. In 2024, annual sales of the ROX 01 stood at 4,827 units. In 2025, ROX delivered 15,318 vehicles—nearly triple the previous year. December alone saw 2,528 deliveries, up 99.4% year‑on‑year and 74.1% month‑on‑month, setting a new monthly record.
In the first quarter of 2026, ROX 01 sales maintained steady growth: January 1,028 units (up 104.8% year‑on‑year), February 1,298 units (up approximately 114%), and March 1,480 units (up 40.2%). In April 2026, deliveries reached 2,035 units, a year‑on‑year increase of 80.4%. Overall, ROX sales are gradually shifting from being driven primarily by overseas markets toward more balanced growth across both domestic and international markets.
Drawing on Luoke Intelligent's technology expertise and Weiqiao Pioneer Group's industrial resources, ROX has built a technology system spanning four core areas: intelligent extended‑range, intelligent chassis, intelligent cockpit, and intelligent driving. As of December 31, 2025, it holds 1,660 technology patents.
Intelligent Extended‑Range System is ROX's core powertrain technology. The ROX REEV Super Extended‑range adopts a front‑rear dual‑motor full‑time four‑wheel‑drive layout, delivering 350 kW of power and 740 N·m of torque, with 0‑100 km/h acceleration in 5.5 seconds. It is equipped with a 44.5 kWh CATL ternary lithium battery and a 70‑litre fuel tank, offering a CLTC combined range of up to 1,405 km. The fully self‑developed MDCU efficient vehicle thermal management system coordinates drive control, extended‑range control, thermal management, and energy management in real time.
Intelligent Chassis. All ROX models come standard with a front double‑wishbone and rear H‑arm multi‑link all‑aluminium chassis, paired with extra‑long‑stroke air suspension and a DCC Intelligent Damping Control System. It supports seven driving modes: Auto, Highway, Mountain, Mud, Sand, Deep Snow, and Wading. The 140 mm extra‑long‑stroke air suspension has earned CATARC Level 3 Advanced Off‑road Capability Certification.
Intelligent Assisted Driving. ROX's assisted driving system uses the Horizon Journey 6M chip (128 TOPS), with 8MP front‑view cameras ×2, surround‑view cameras ×4, side‑view cameras ×4, millimetre‑wave radars ×3, and front/rear parking radars ×12. It supports Highway NOA, full‑speed adaptive cruise, and full‑scenario AEB. The ROX 01 High‑end Intelligent Driving Edition can be equipped with the industry's first in‑car pure solid‑state LiDAR and two NVIDIA Orin‑X chips, with the capability for continuous evolution, including City NOA.
Intelligent Cockpit and Lightweight Technology. The ROX ADAMAS is equipped with the ROX OS Cockpit System, supporting four‑screen interconnection. The infotainment system runs on a Qualcomm Snapdragon 8155 chip, and the intelligent voice assistant "Little Stone" integrates leading AI large models such as DeepSeek, enabling multi‑turn dialogue and continuous command recognition. ROX and Weiqiao Pioneer Group have jointly established a lightweight R&D lab; the ADAMAS uses approximately 150 kg of aluminium alloy, ensuring the quality of the full aluminium chassis. Both parties will continue to promote the use of new materials in more core components, with the goal of raising the aluminium application ratio to 50%.
Since its inception, ROX has adopted an overseas‑first strategy, entering more than 40 countries and regions over the past two years and establishing localized service networks in the Middle East, Central Asia, Africa, and beyond. The Middle East is ROX's primary overseas frontline. In the UAE, the ROX 01 holds more than 10% market share in the luxury all‑terrain segment above $80,000, with the fastest sales growth rate.
In the Middle East, ROX focuses on two models—the ROX 01 and ADAMAS—with starting prices equivalent to over 500,000 RMB. In Saudi Arabia, the ROX 01 has captured over 6% of the 500,000‑RMB‑class market, surpassing traditional luxury rivals like the BMW X5. In Qatar, the brand launched the "Falcon Edition" tailored to local hunting culture. In October 2025, the ROX ADAMAS was first launched in five countries—the UAE, Qatar, Saudi Arabia, Kuwait, and Oman—with overseas prices exceeding $80,000 and single‑month orders surpassing 2,000 units.
ROX benefits from certain inherent advantages in overseas expansion. Roborock products are exported to markets including North America and Europe, and in 2022, Roborock achieved top‑tier global sales in high‑end robot vacuums, giving it extensive channel resources overseas. This provided partial network synergy for ROX's globalisation efforts.
ROX is committed to the long‑term vision of becoming the "preferred new energy brand for global outdoor enthusiasts" and has laid out a clear strategic roadmap for coordinated domestic and international growth.
On the product planning front, ROX aims to launch at least one new model each year through 2030, continuously refining its all‑terrain portfolio. The next‑generation product based on a new platform has already entered the fast‑track development phase.
On the channel front, starting in 2026, ROX will roll out an agency cooperation model, prioritising partnerships with like‑minded investors, with the goal of covering major prefecture‑level cities nationwide. The agency model requires low capital commitment, with display and inventory vehicles provided by the manufacturer.
In terms of sales targets, ROX has set a global goal of 30,000 units for 2026. On the technology front, ROX will leverage its joint laboratory with Weiqiao Pioneer Group to continue advancing lightweight technology and steadily increase the aluminium content in core components. Its intelligent driving system will evolve through continuous OTA updates, gradually building toward full‑scenario intelligent assisted driving capabilities.
Staying true to its mission of "connecting the world smoothly," ROX will continue to deepen its presence in the premium outdoor segment with a pragmatic approach, contributing to the global advancement of Chinese new energy vehicles.
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