Audi Names Former Chery CEO Jeff Zhang to Lead China Business Amid Local EV Pressure
Summary
Audi has appointed former Chery brand CEO Jeff Zhang as president of Audi China, effective November 1, replacing Johannes Roscheck, who returns to Germany. The reshuffle, paired with Audi Sport's Rolf Michl as COO, aims to strengthen local decision-making as Chinese NEV brands erode market share from traditional luxury automakers.
Audi has announced a reshuffle of its China management, naming former Chery executive Jeff Zhang as president of Audi China to replace Johannes Roscheck, who will return to Germany.
Zhang will take up the post on November 1, according to a statement Audi released on Thursday. Rolf Michl, chairman of the management board of Audi Sport GmbH, will become chief operating officer (COO) of Audi China on the same day.
The two will together form the Board of Management of Audi China under a dual-leadership structure. Audi said the move aims to strengthen its operational leadership in China with a leaner, more focused management structure.
Earlier on Thursday, Chinese media outlet Jiemian reported, citing people familiar with the matter, that Audi China could get its first Chinese national as its top executive. Audi's statement did not use this description.
Putting a Chinese executive in charge of the China business, at a time when local new energy vehicle (NEV) brands continue to take market share from traditional luxury carmakers, may signal that Audi wants to further strengthen local decision-making, Jiemian noted.
Audi CEO Gernot Döllner said China is one of Audi's most important markets, and the new leadership team combines international experience with a deep understanding of the Chinese market and the Audi brand.
Zhang has more than 20 years of international management experience. He most recently served as vice president of Chery International and CEO of the Chery brand, and previously ran Chery's (HKEX: 9973) European business.
He also served as managing director of the China business of Alfa Romeo and DS Automobiles at Stellantis, and held management roles at Nissan in Japan and North America.
From 2018 to 2020, Zhang held senior positions at Audi in China, where he was involved in building the sales organization of SAIC Audi and in strategic projects related to FAW Audi.
Michl has led Audi Sport GmbH since September 2022, overseeing the high-performance RS models and the Audi exclusive customization business. He joined Audi in 2007 in product marketing.
Rouven Mohr, Audi's board member for technical development, will head Audi Sport GmbH on an interim basis from November 1. Mohr has held the board position since March 2026 and was previously chief technical officer of Lamborghini.
Roscheck, who has been president of Audi China since April 2024, will hand over his duties on November 1 and return to Ingolstadt in early 2027.
Döllner said Roscheck led Audi's China business through a period of profound transformation, drove the dual-brand strategy forward and strengthened cooperation with Audi's Chinese joint venture partners.
The personnel changes come as Audi redraws the division of labor between its 2 joint ventures in China. Local media outlet Caijing reported on September 7 that SAIC Audi will in future operate only the AUDI brand, while the four rings Audi brand will be fully assigned to FAW Audi.
AUDI is a sister brand Audi created specifically for the Chinese market, using an all-capital-letter logo instead of the four-ring emblem. The four rings brand covers Audi's global lineup of combustion-engine and electric models.
On September 3, Audi and SAIC Motor (SSE: 600104) set up the AUDI Innovation & Technology Center (AITC) in Shanghai, dedicated to the AUDI brand.
The partners plan to develop 4 new AUDI models based on the ADP 2.0 platform, with the first scheduled to debut in 2028.
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