(Yicai) April 23 -- Chinese luxury new energy vehicle startup Rox Motor showcased its brand globalization strategy and innovation results at the 21st Shanghai International Automobile Industry Exhibition.

Since the launch of its global strategy a year ago, Rox has rapidly gained traction in nearly 30 international markets, including key regions in the Middle East, Central Asia, and Africa, the Suzhou-based firm said today.

Founded in 2021, Rox is committed to becoming the leading NEV brand for outdoor lifestyle enthusiasts worldwide by 2030. It launched its first model, the Rox 01, in August 2023, with deliveries starting in December that year. The Rox 01 made its global debut at the Abu Dhabi Auto Show in April last year.

"Building on this momentum, Rox will deepen its presence in the Middle East and Central Asia while accelerating its entry into high-potential growth markets across the Americas and Africa throughout 2025," the firm added.

To support its global expansion, Rox is building a robust global sales and after-sales network and investing to set up regional parts warehouses, starting in the Middle East and Central Asia, to enable five-day emergency deliveries. It also plans to open 60 standardized after-sales centers worldwide.

At the Auto Shanghai 2025 today, Rox also announced the launch of the Weiqiao-Rox Motor Lightweight Vehicle Joint Laboratory in Suzhou.

Developed with leading Chinese industrial enterprise Weiqiao Pioneering Group, the lab will leverage Weiqiao's proprietary WQAL alloy system to boost aluminum content in Rox's vehicles to 50 percent, which will cut weight by 15 percent, improve torsional strength by 11 percent, and boost range by 10 percent.

Weiqiao, which exports over 40 million tons of bauxite annually, invested USD1 billion in Rox last September as part of their strategic partnership. It holds a position on the Fortune Global 500 list.

Rox also announced it intends to launch one new model a year from this year until 2027 to build out its all-terrain vehicle lineup.

Moreover, Rox is deepening its connection with users through its thriving community. Last year alone, members of the Rox Owners Club collectively journeyed over one million kilometers. The company plans more lifestyle-focused user events, as well as adventure and outdoor activities, this year.

Editor: Futura Costaglione