COFE introduces Waha, a Saudi Premium Coffee concept to launch ROX Motors Elevated Luxury Coffee Experiences

KSA, 01 Feb, 2025: COFE, the leading tech-powered beverage company, and ROX Motor, a pioneer in the NEV market for outdoor living, signed a Memorandum of Understanding (MoU) at LEAP 2025 to create exclusive luxury coffee experiences that blend technology, sustainability, and on-the-go lifestyles.

Through elevating the intersection of mobility and luxury hospitality, COFE and ROX Motor, supported by Waha, a Saudi coffee concept that curates immersive coffee journeys, integrate premium coffee offerings into dynamic mobility lifestyle experiences.

Ali Al Ebrahim, Founder & CEO of COFE, shared his vision for the collaboration:“At COFE, we believe that exceptional coffee is an experience, not just a beverage. Our partnership with ROX is a testament to the evolving lifestyle of modern consumers—where mobility, convenience, and premium quality go hand in hand. Together, we are redefining what it means to enjoy a luxury coffee experience, whether at home, in the city, or in the great outdoors.”

The signing of the MoU took place alongside ROX Motor’s Saudi debut of its luxury all-terrain SUV, ROX 01, and the opening of its first Saudi showroom in An Nasin, Riyadh, in partnership with the Laith Al Obaidi Group. The brand’s flagship Saudi showroom on Khurais Road is set to open later this month, further providing local customers with a more comprehensive and convenient car-buying experience.

ROX Motor’s CMO, Bian Yuan, commented, “In today’s developed automotive markets, cars have evolved beyond mere transportation. They have become tools that provide emotional value and elevate various aspects of daily living. At ROX Motor, we are leveraging technological innovations to empower individuals to embrace vibrant, adventurous, and eco-conscious lifestyles, while offering local communities adventure-ready travel solutions.”

One such example is the ROX 01’s in-vehicle kitchen, the industry’s first factory-installed tailgate kitchen extender kit. This innovative kit includes dedicated storage for cooking utensils, 2.2 kW external power outputs, and an intelligent, temperature-controlled beverage system capable of heating water in just 3 seconds, making ROX 01 the ideal vehicle for everything from full-scale outdoor cooking to brewing fresh coffee on the go.

The tailgate kitchen extender kit, along with various region-specific features underscores ROX Motor’s commitment to enhanced services and innovations tailored to the Saudi market, and wider MENA region.

This partnership with COFE also reflects both companies’ commitment to sustainability, as COFE’s innovative solutions will integrate carbon footprint tracking, enabling consumers to make more environmentally conscious choices when out-and-about enjoying their coffee.

The signing of the MoU marks the beginning of an exciting journey, where coffee culture meets cutting-edge automotive design, offering consumers unparalleled experiences that blend adventure with luxury.

For media inquiries, please contact:
Zahra Husain | Head of P.R & Comms
Email: Zahra@cofeapp.com

About COFE:

COFE is a tech powered beverage company that helps businesses thrive by blending taste, technology, data, and a wide range of exclusive international products and equipment. Our goal is to craft beverage solutions that fit your business needs and delight your customers while championing sustainable initiatives.

Founded by Ali Al-Ebrahim in November 2018, COFE App currently operates in Kuwait, KSA, UAE, and Egypt, with international expansion in the pipeline. COFE App is available on App Store and Google Play store.

Website: https://www.cofeapp.com