Audi will appoint Jeff Zhang as President of Audi China in November, replacing Johannes Roscheck, while Rolf Michl, currently CEO of Audi Sport GmbH, will join the China business as Chief Operating Officer. The two executives will jointly lead the organization as the German premium automaker restructures its management in one of its most important markets.
The changes come as Audi and its parent company, Volkswagen Group, face declining sales in China. Volkswagen’s brands have recorded a 30% sales decline in the country since the beginning of the year, according to the supplied report.
Jeff Zhang Returns to Audi China
Zhang brings more than 20 years of international management experience, most recently serving as a senior executive at Chery International and CEO of the Chery brand. He previously oversaw Chery’s European business and managed the China operations of Alfa Romeo and DS Automobiles at Stellantis.
He also held leadership positions at Audi in China between 2018 and 2020, helping establish the SAIC Audi sales organization and contributing to strategic projects involving FAW Audi. His career has included roles in Japan and North America.
Rolf Michl Joins as Chief Operating Officer
Michl has led Audi Sport GmbH since 2022, overseeing the company’s high-performance RS models. He joined Audi in 2007 in product marketing and subsequently held management positions across product management, sales and marketing.
Meanwhile, Audi Board Member for Technical Development Rouven Mohr will temporarily assume leadership of Audi Sport. Roscheck will return to Audi’s headquarters in Ingolstadt. The company credited him with helping shape its China strategy during a period of significant change.
Audi Targets Stronger Competitiveness in China
Audi CEO Gernot Döllner said the new leadership structure is intended to combine international management experience with a stronger understanding of Chinese customers and the Audi brand.
The company aims to implement its strategy more consistently, respond more quickly to customer needs and strengthen its competitiveness in China.