We’ve unearthed trademark applications that suggest Rox Motor – yet another Chinese brand – is eyeing South Africa’s new-vehicle market. Here’s what we know…
- Rox Motor appears to be considering entering the South African market, as indicated by new trademark applications.
- Founded in 2023, Rox says it aims to be a leading new-energy vehicle brand for “outdoor enthusiasts”.
- The company’s current global offering comprises only the Rox 01, a large luxury, range-extended electric vehicle (REEV) with dual electric motors.
Yet another Chinese automotive brand seemingly has its eye on South Africa’s new-vehicle market. Yes, Cars.co.za has unearthed a pair of trademark applications suggesting China’s Rox Motor may well be considering entering Mzansi.
We can confirm that in January 2025, Rox Motor’s head office in Shanghai applied to trademark the stylised “ROX” badge in South Africa. Then, late in July 2025, the Chinese firm filed to protect the “Adamas” name in Mzansi.
So, what do we know about Rox Motor? Officially founded as recently as 2023, the company states it has a goal of becoming the “leading new-energy vehicle brand for outdoor enthusiasts worldwide by 2030”.
Describing itself as a “global brand”, Rox has already entered various “emerging markets” in the Middle East and Central Asia, and says it’s “laying the groundwork for expansion into the Americas and Africa”. In fact, it already operates in Egypt and Libya.
Its global website currently lists only the Rox 01, a range-extended electric vehicle (REEV) that the firm describes as a “luxury all-terrain SUV”. Measuring 5 295 mm long with a wheelbase of 3 010 mm, the Rox 01 is built in both 6- and 7-seater guise. The Shanghai-based company says the 01 has a “high-strength steel-aluminium body”, while the front and rear subframes (and indeed the suspension) are “all-aluminium”.
Equipped with an electric motor on each axle, the unibody Rox 01 boasts peak outputs of 350 kW and 740 Nm, with its 0-100 kph time coming in at a claimed 5.5 seconds. A turbocharged 1.5-litre, 4-cylinder petrol engine acts as a range extender to charge the 56 kWh battery pack and facilitate a claimed range of 1 115 km.
What about the “Adamas” name? Well, official details are unfortunately still quite thin on the ground, though Adamas may well end up being merely a derivative of the Rox 01 rather than an entirely new model. That said, Rox Motor recently announced plans to roll out a new nameplate every year from 2025 to 2027.
So, will we see Rox Motor in South Africa? Well, as we always point out in such instances, trademark applications are by no means a guarantee the automaker will use the badges in question – or, in this case, even enter the market at all. But these filings certainly suggest Rox Motor is at least considering elbowing its way into South Africa to offer local buyers yet another Chinese alternative…
Frequently Asked Questions About Rox Motor in South Africa
Q: Is Rox Motor coming to South Africa?
A: Trademark applications filed by Rox Motor in South Africa suggest the company is considering entering the new-vehicle market, though such filings do not guarantee market entry.
Q: What type of vehicles does Rox Motor produce?
A: Rox Motor is a new-energy vehicle (NEV) brand aiming to become a leader for outdoor enthusiasts. Their current vehicle, the Rox 01, is a range-extended electric vehicle (REEV) described as a luxury all-terrain SUV.
Q: What is the Rox 01?
A: The Rox 01 is Rox Motor’s flagship vehicle, a luxury all-terrain SUV. It’s a range-extended electric vehicle (REEV) powered by dual electric motors (350 kW/740 Nm). It’s available in 6- or 7-seater configurations and measures 5 295 mm long.
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