Etihad Airways, the UAE national airline, and international AI technology company ROX have signed a Memorandum of Understanding (MoU) to explore collaboration across travel, mobility and technology.
The partnership will initially focus on ROX’s Africa Grand
Tour S2, a long-distance overland journey across Africa featuring the ROX
ADAMAS vehicle.
Under the agreement, Etihad’s brand will appear on the
vehicle, while the companies will develop co-branded content, storytelling and
marketing activities linked to the tour.
The initiative could create opportunities to connect air
travel with ground mobility and destination experiences across Africa,
highlighting themes of exploration, travel and innovation.
The MoU was signed in Abu Dhabi during the opening of ROX’s
Advanced AI Manufacturing Centre.
Beyond the Africa Grand Tour, the agreement provides a
framework for the two Abu Dhabi-headquartered companies to explore further
cooperation in areas including mobility, future travel experiences, lifestyle
innovation, technology and destination-based mobility.
Etihad and ROX said their complementary capabilities and
brands provide a foundation for potential collaboration, with the Africa Grand
Tour S2 serving as the initial platform for developing shared content and
experiences.
The partnership reflects growing interest in combining
aviation, automotive technology and destination experiences to create new forms
of travel storytelling and mobility.
Antonoaldo Neves, Chief Executive Officer of Etihad Airways,
said: “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. 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: “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. 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.” -TradeArabia News Service