Audi Appoints Former Chery Executive Jeff Zhang As China President
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✧ GENERATE BRIEFING
AUDI AG announced a major executive reshuffle for its Chinese operations on Thursday, October 22, 2026, appointing former Chery International executive Jeff Zhang as the new President of Audi China, effective November 1, 2026. The move comes as parent company Volkswagen Group struggles with sliding vehicle sales and aggressive price competition from domestic electric vehicle (EV) manufacturers in China. Key executive transitions, strategic roles, and organizational details include: Leadership Handover: Jeff Zhang succeeds Johannes Roscheck, who is returning to headquarters in Ingolstadt, Germany, after managing what Audi CEO Gernot Döllner called a period of profound structural transformation. New Chief Operating Officer: Rolf Michl, currently Managing Director of Audi Sport GmbH, will assume the role of Chief Operating Officer (COO) of Audi China on November 1, jointly leading Chinese operations alongside Zhang. Zhang previously served as Vice President and CEO of Chery International's overseas brand operations.
Audi has announced a leadership reshuffle in China as the German premium carmaker faces falling sales and intensifying competition from domestic manufacturers in the world’s largest automotive market.
Jeff Zhang, who most recently served as vice president and chief executive of Chery’s overseas brand operations, will become president of Audi China on November 1, the company announced on Thursday.
Leadership Succession and Executive Track Record
Zhang will succeed Johannes Roscheck, who is returning to Germany after overseeing what Audi chief executive Gernot Döllner described as a period of significant transformation for the company’s Chinese business.
Zhang brings more than two decades of international automotive experience to the role. He previously worked with Audi China between 2018 and 2020 on key strategic initiatives, including the setup of the SAIC Audi sales organization and joint venture developments with FAW. His career also includes senior executive roles at Stellantis and Nissan Motor Corporation.
Audi is also appointing Rolf Michl as chief operating officer of Audi China, effective November 1. Michl previously served as managing director of Audi Sport GmbH, where he oversaw RS performance models and vehicle customization programs. Michael Mohr will take interim responsibility for Audi Sport GmbH while maintaining his role overseeing Technical Development at AUDI AG.
| New Position | Executive | Prior Role / Entity |
| President, Audi China | Jeff Zhang | VP & CEO, Chery International |
| Chief Operating Officer, Audi China | Rolf Michl | Managing Director, Audi Sport GmbH |
| Outgoing President, Audi China | Johannes Roscheck | Returning to AUDI AG (Ingolstadt) |
| Interim Head, Audi Sport GmbH | Michael Mohr | AUDI AG Board (Technical Development) |
Market Pressure and Volkswagen Group Restructuring
The appointments come as Audi, its parent company Volkswagen, and fellow Volkswagen Group brand Porsche face mounting pressure from Chinese automakers. Local manufacturers have strengthened their market position with competitively priced electric vehicles (EVs) and advanced digital software tailored specifically to Chinese consumers.
China was previously a primary profit engine for Volkswagen Group. However, changing consumer preferences and the rapid shift towards electric and software-defined vehicles have challenged established foreign brands, contributing to Volkswagen’s broader global restructuring efforts.
Strategic Execution and Local Adaptation
Audi’s leadership changes reflect the company’s efforts to respond more quickly to local market developments and strengthen its long-term competitiveness in China.
“Our goal is to execute our strategy consistently, respond even faster to our customers’ needs and sustainably strengthen our competitiveness,” Döllner said in a statement.
The company is seeking to adapt to a market where vehicle software, smart cockpit features, and aggressive retail pricing have become decisive factors for buyers. Chinese manufacturers continue to expand their EV product portfolios, putting pressure on foreign luxury brands to accelerate localized engineering and product development cycles.
The leadership transition is scheduled to take effect on November 1, 2026. Audi’s future performance will depend on its ability to roll out competitive electric models, refine its joint-venture sales networks with FAW and SAIC, and protect its market share in the premium vehicle segment.
