Audi gets new China leadership to face bruising competition

BERLIN — Volkswagen’s high-end brand Audi announced significant changes to its leadership in China on Thursday, reflecting the intense competition and declining sales in the world’s largest automotive market. Jeff Zhang, who previously held the positions of vice president and CEO at the Chinese automotive company Chery, will assume the role of Audi China’s president starting November 1.

He succeeds Johannes Roscheck, who will return to Germany after leading a major transformation of Audi’s presence in China, according to Audi’s CEO, Gernot Doellner.

China has been experiencing a sharp decline in Audi’s sales as the brand, along with its parent company Volkswagen and sister subsidiary Porsche, struggles to keep up with the rapid transition to electric vehicles, driven primarily by affordable domestic manufacturers. Once a lucrative market for the group, China’s shift away from Western car manufacturers has prompted Volkswagen to undertake the most extensive restructuring in its history.

With Zhang at the helm, Audi China will be overseen by Rolf Michl, who has been appointed as the Chief Operating Officer of Audi China, effective November 1, 2026. Michl, who previously served as the managing director of Audi Sport GmbH, will work alongside Zhang to ensure the company’s strategy remains steadfast, enabling it to respond more swiftly to customer demands and bolster its overall competitiveness in the challenging Chinese market.