ROX Motor debuts all new luxury all-terrain SUV at Auto Guangzhou 2025

Beijing (Gasgoo)- On November 21, Chinese new energy vehicle manufacturer ROX Motor's all new luxury all-terrain SUV ADAMAS — made its domestic debut at the Auto Guangzhou 2025, accompanied by the ADAMAS Royal Edition.

As a flagship model developed for global markets, ADAMAS embodies the brand's vision of“making luxury smoother,” integrating robust all-terrain capability with an elevated luxury experience. It showcases ROX Motor’s global mindset and cultural mission of being“born global.”

Drawing insights from diverse cultures and usage scenarios across global markets, the ADAMAS builds a comprehensive “smooth luxury”system around four dimensions: smoother sensory experience, smoother driving, smoother intelligence and outdoor usability.

In terms of sensory experience, the ADAMAS adds a new“Flowing Sand Gold”exterior color and a“Galaxy Purple”interior palette. These are paired with 256-color ambient lighting, Nappa leather seats, and second-row dual-side 150° zero-gravity seats, creating a cabin atmosphere that blends technological warmth with refined human-centric aesthetics.

For driving performance, the SUV adopts an all-aluminum chassis with a front double-wishbone and rear H-arm setup, supported by a 140 mm long-travel off-road air suspension and seven all-terrain drive modes to confidently handle a wide range of road conditions from urban to wilderness.

In intelligent interaction, ADAMAS integrates DeepSeek and Baidu Ernie Bot large language models to power its original“Little Stone (Xiao Shitou in Chinese Pinyin)”voice assistant. Together with a four-screen interactive system and L2+ advanced driver assistance, it delivers a more natural human–machine interaction and an easier, safer intelligent driving experience. For outdoor scenarios, the vehicle supports 5.7 kW external power output, one-touch large/small bed configurations, and an auto-leveling function on slopes—expanding camping versatility and providing a more comfortable mobile resting space.

The ADAMAS Royal Edition is a bespoke model crafted specifically for Middle Eastern royalty. The exterior features a metallic powder-white and matte-gold dual-tone body with exclusive wheels, a floating logo, and black diamond decals inspired by the traditional Middle Eastern garment“Thobe.”

Inside, the cabin adopts a sand-brown and pure-white color scheme, enriched with rare Sapele figured wood trim and luxurious semi-aniline leather seats embroidered with palace-style diamond motifs inspired by royal architecture.

In 2025, ROX Motor's global expansion has been gaining strong momentum. The brand has now entered nearly 40 markets, establishing a sales network across key regions including the Middle East, Central Asia, and North Africa, and achieving steady sales growth for ten consecutive months.

During the Auto Guangzhou 2025, ROX Motor further expanded its global footprint by signing new partnerships with distributors from Cameroon, Tunisia, and Morocco, accelerating the development of its worldwide sales network.

Last month, the ADAMAS held its global premiere at the eight-star Emirates Palace Hotel in Abu Dhabi. It quickly captured the attention of local officials, media, and partners. In the UAE, Qatar, and Saudi Arabia—where the model is already on sale—the ADAMAS secured over 2,000 units of orders within its first month. Notably, the model also received high recognition from the UAE royal family, who placed an order for the Royal Edition priced at 998,800 yuan.

The ADAMAS will officially go on sale in China on December 17, when pricing and user benefits will also be announced.