ROX Motor, a Chinese new energy vehicle brand, has entered the Saudi Arabian market, with the debut of its luxury all-terrain SUV, ROX 01, on Sunday at the country's technology event LEAP.

The company said it has already secured over 200 orders, with sales now underway. In addition, ROX Motor, in partnership with the Laith Al Obaidi Group, has opened its first Saudi showroom in Riyadh.

ROX Motor's flagship showroom in the country, which is also located in the capital city, is set to open later this month.

Saudi Arabia's Vision 2030 initiatives present a unique market opportunity for the carmaker to play a leading role in the country's automotive future, said the carmaker.

Jarvis Yan, co-founder and CEO of ROX Motor, said: "We've tailored our strategy to align with the country's cultural landscape, consumer preferences, and regulatory framework, ensuring that our products and services are fully aligned with the local market's demands."

As a sign of its dedication to Saudi customers, ROX Motor has integrated market-specific innovations, including Arabic voice interaction controls and climate-specific adaptations such as a high-capacity air-conditioning system, an electric drivetrain cooling system and UV-blocking electric sunshades.

Additionally, it has signed MOUs with Stellar Gate Games, a joint venture between NetEase Games and Sandsoft, and COFE, a leading digital coffee platform, to promote the development of ROX 01's intelligent in-car cabin and outdoor lifestyles in Saudi Arabia.

Since its global expansion began in 2024, ROX Motor has exceeded 10,000 orders for the ROX 01 and established sales and service networks in over 20 countries, including Saudi Arabia, Qatar, Kazakhstan.

In the UAE, the ROX 01, priced at $80,000, ranks third in the luxury SUV segment, trailing only the Land Rover Defender and Range Rover.

Yan said the company will be launching a new global model in the second half of this year, with plans to introduce one new model annually as part of its steady expansion strategy.