Initial focus on potential Etihad brand integration with ROX’s Africa Grand Tour S2
Etihad Airways and ROX, the premier international AI technology company, have signed a Memorandum of Understanding (MoU) to explore potential collaboration, with an initial focus on ROX’s Africa Grand Tour S2.
Under the MoU, the Etihad brand will be featured on the Africa Grand Tour S2 vehicle, with the two brands also collaborating on mutually agreed co-branded content, storytelling and marketing activities around the initiative.
ROX’s Africa Grand Tour S2 is a long-distance overland journey across Africa featuring the ROX ADAMAS, designed to showcase the vehicle across diverse destinations and driving environments while creating stories around mobility, exploration and travel.
Framework
The MoU was signed during the opening of ROX’s Advanced AI Manufacturing Centre in Abu Dhabi. Beyond the Africa Grand Tour, it also provides a framework for the companies to consider areas of mutual interest around mobility, future travel experiences, lifestyle innovation, technology and destination-based mobility.
“The Africa Grand Tour is an interesting starting point, bringing together travel, mobility, destinations and storytelling in a way that could create opportunities for both brands,” stated Antonoaldo Neves, Chief Executive Officer, Etihad Airways.
“The Africa Grand Tour is an exciting starting point, and we look forward to exploring the wider possibilities that this collaboration could unlock across intelligent mobility, travel and lifestyle,” added Yan Feng, Chief Executive Officer, ROX.
