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. The initiative also provides a potential platform to connect air travel with mobility and destination experiences across Africa.

 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. The initiative provides a natural starting point for Etihad and ROX to consider how air travel, ground mobility and destination experiences could be brought together through content and storytelling.

 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.

 Both headquartered in Abu Dhabi, Etihad and ROX see potential for their respective capabilities and brands to complement one another, beginning with the Africa Grand Tour S2.