Etihad Airways and Abu Dhabi-based AI technology company ROX have agreed to explore potential areas of collaboration, with the partnership initially centred on ROX’s Africa Grand Tour S2.
Under the memorandum of understanding, Etihad’s brand will appear on the vehicle used for the overland expedition. The companies will also consider joint content, storytelling and marketing initiatives linked to the tour, creating an opportunity to connect air travel with ground mobility and destination experiences across Africa.
ROX’s Africa Grand Tour S2 is an extended overland expedition across the continent featuring the ROX ADAMAS. The journey is intended to demonstrate the vehicle’s capabilities across a wide range of destinations and driving conditions while generating content around travel, exploration and mobility.
The initiative will serve as an initial platform for Etihad and ROX to explore ways of combining air connectivity, ground transportation and destination experiences through storytelling and content.
The MoU was signed in Abu Dhabi during the inauguration of ROX’s Advanced AI Manufacturing Centre. Beyond the Africa Grand Tour, the agreement provides a broader framework for the two companies to examine potential cooperation in intelligent mobility, technology, lifestyle innovation, future travel experiences and destination-focused mobility.
Etihad Airways CEO Antonoaldo Neves said the Africa Grand Tour offers an opportunity to bring together travel, destinations, mobility and storytelling.
“From Abu Dhabi, Etihad connects people to a growing global network, and we are always interested in new ideas that can enhance how people experience the places they travel to,” Neves said. He added that the MoU would allow both sides to assess potential areas of alignment and the prospects for future collaboration.
Yan Feng, CEO of ROX, said the company was established with the aim of developing intelligent mobility solutions that connect people, technology and destinations.
He described the Africa Grand Tour as a starting point for exploring broader opportunities in intelligent mobility, travel and lifestyle, adding that ROX and Etihad could complement each other by connecting land-based exploration with air travel.
Both companies are headquartered in Abu Dhabi and see potential for their respective technologies, capabilities and brands to work together, beginning with the Africa Grand Tour S2.
Source: WAM