Audi has announced a significant leadership change in its China operations, naming former Chery executive Jeff Zhang as the new president of Audi China. The move comes as the company faces increasing competition from local electric vehicle brands and seeks to strengthen its position in the world’s largest auto market.
Leadership Changes at Audi China
Jeff Zhang, previously vice president of Chery International and CEO of the Chery brand, will assume the role of president of Audi China on November 1. He replaces Johannes Roscheck, who has led Audi China since April 2024 and will return to Ingolstadt in early 2027.
Rolf Michl, chairman of the management board of Audi Sport GmbH, will become chief operating officer (COO) of Audi China on the same day. Together, Zhang and Michl will form the Board of Management of Audi China under a dual-leadership structure. Audi stated that this move is intended to create a leaner and more focused management team for its Chinese operations.
Background of the New Leadership
Jeff Zhang brings over 20 years of international management experience to Audi China. In addition to his recent roles at Chery, he previously managed Chery’s European business and served as managing director for Alfa Romeo and DS Automobiles at Stellantis in China. Zhang has also held management positions at Nissan in Japan and North America.
From 2018 to 2020, Zhang held senior positions at Audi in China, where he contributed to building the sales organization of SAIC Audi and worked on strategic projects related to FAW Audi. Rolf Michl has led Audi Sport GmbH since September 2022, overseeing high-performance RS models and the Audi exclusive customization business. Michl joined Audi in 2007 in product marketing.
Strategic Shifts and Joint Venture Structure
The leadership changes coincide with Audi’s efforts to redefine the division of labor between its two joint ventures in China. According to a September report from Caijing, SAIC Audi will focus exclusively on the AUDI brand, which uses an all-capital-letter logo and is tailored for the Chinese market. Meanwhile, the traditional four rings Audi brand, covering both combustion-engine and electric models, will be fully assigned to FAW Audi.
On September 3, Audi and SAIC Motor established the AUDI Innovation & Technology Center (AITC) in Shanghai, dedicated to the AUDI brand. The partners plan to develop four new AUDI models based on the ADP 2.0 platform, with the first model scheduled to debut in 2028.
Competitor Comparison
Audi’s leadership reshuffle comes as local Chinese electric vehicle brands continue to gain market share, intensifying competition for established luxury automakers. Brands such as BYD, NIO, and XPeng have been rapidly expanding their presence and technology offerings in China, challenging traditional players like Audi to adapt their strategies and product lineups.
Why this matters
China remains Audi’s largest single market, with the company delivering around 618,000 vehicles in the region in 2025—a 5% decrease year-on-year. The appointment of a leader with deep experience in both Chinese and international automotive markets signals Audi’s intent to respond more effectively to local consumer preferences and the fast-evolving competitive landscape.
The restructuring of Audi’s joint ventures and the focus on market-specific brands and technologies reflect the company’s efforts to maintain relevance and competitiveness as local EV makers continue to grow.
What this means for buyers
For consumers in China, these changes could lead to more locally tailored Audi models and potentially faster adoption of new technologies. Buyers can expect to see new AUDI-branded vehicles developed specifically for the Chinese market in the coming years, with the first models based on the ADP 2.0 platform arriving in 2028.
Those considering an Audi purchase should watch for updates on the new product lineup and joint venture developments, as these may influence model availability and features in the region.
Key Specs
- Effective Date: November 1, 2026
- New President: Jeff Zhang
- New COO: Rolf Michl
- 2025 China Deliveries: 617,514 vehicles (~383,700 miles)
- Year-on-Year Change: -5% in 2025
- First New AUDI Model Launch: 2028 (planned)
Images sourced from: audi.com
