Etihad Airways, the national airline of the United Arab Emirates, and ROX, described as an 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, the airline said in a statement on September 4.

Under the agreement, the Etihad brand will be featured on the Africa Grand Tour S2 vehicle, with the two companies also collaborating on co-branded content, storytelling and marketing activities around the initiative, according to the statement. The MoU also provides a broader framework for the companies to explore areas of mutual interest across travel, mobility and destination experiences.

ROX's Africa Grand Tour S2 is described as a long-distance overland journey across Africa featuring the ROX ADAMAS vehicle, intended to showcase the vehicle across various destinations and driving environments while building content around mobility, exploration and travel.

The agreement was signed during the opening of ROX's Advanced AI Manufacturing Centre in Abu Dhabi. Both companies are headquartered in the UAE capital.

Antonoaldo Neves, Chief Executive Officer of Etihad Airways, said the tour offered a starting point for the two brands to work together.

"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," Neves said, according to the statement. "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. This MoU gives us the opportunity to assess where there may be a natural fit with ROX and what a future collaboration could look like."

Yan Feng, Chief Executive Officer of ROX, said the partnership reflected the company's broader ambitions in mobility.

"ROX was founded with a vision of developing intelligent mobility solutions that connect people, technology and destinations in new ways. 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," Feng said. "The meaning of adventure lies in going beyond. Etihad Airways connects the sky, while ROX explores the land. Both brands believe that the journey itself is a way of life. We look forward to this collaboration opening the door to a wider world for more people."

The statement described the MoU as non-binding, framing it as an initial step for the two companies to assess further cooperation rather than a confirmed commercial partnership.

Source: PR