Audi Names Jeff Zhang China President in Leadership Shake-Up

Audi Reshapes China Leadership With Jeff Zhang as President

Audi has reorganized its China management, appointing former Chery executive Jeff Zhang as president of Audi China and naming Rolf Michl chief operating officer. Both appointments take effect on November 1, according to the company's announcement. Zhang will replace Johannes Roscheck, who has led the China business since April 2024 and is scheduled to return to Ingolstadt in early 2027. The two incoming executives will form Audi China's Board of Management under a dual-leadership structure. Audi said the arrangement is intended to strengthen operational leadership through a leaner, more focused management structure as the automaker continues to adjust its business to conditions in the Chinese market.

Jeff Zhang Brings Experience From Chery, Stellantis, and Audi

Zhang has more than 20 years of international management experience and most recently served as vice president of Chery International and chief executive officer of the Chery brand. He previously managed Chery's European business and held the managing director position for the China operations of Alfa Romeo and DS Automobiles at Stellantis. His earlier experience also includes management roles at Nissan in Japan and North America. From 2018 to 2020, Zhang held senior positions at Audi in China, contributing to the development of the SAIC Audi sales organization and strategic projects involving FAW Audi. His combination of prior Audi experience and work across international automotive businesses provides relevant background for the new leadership role.

Rolf Michl Moves From Audi Sport to China Operations

Michl will become chief operating officer of Audi China on November 1 after leading Audi Sport GmbH since September 2022. In that role, he oversaw the company's high-performance RS models and Audi exclusive customization business. Michl joined Audi in 2007, initially working in product marketing before moving into senior leadership. His appointment places an executive with experience in performance vehicles and premium customer offerings in a key operational role within the China organization. The company has not described a separate division of responsibilities between Zhang and Michl beyond establishing a dual-leadership structure. Their combined leadership is intended to strengthen Audi's operational focus in one of its most important markets.

Johannes Roscheck Returns to Germany as Audi Changes Its China Strategy

Roscheck will hand over his responsibilities on November 1 and return to Ingolstadt in early 2027. Audi CEO Gernot Döllner credited him with guiding the China business through a period of substantial transformation, advancing the company's dual-brand strategy, and strengthening cooperation with its Chinese joint venture partners. Audi described the incoming leadership team's combination of international experience, knowledge of the Chinese market, and understanding of the brand as important to its next phase. Chinese media outlet Jiemian reported before the announcement that Audi China could appoint its first Chinese national as its top executive, although Audi's official statement did not characterize Zhang's appointment in those terms.

Local Decision-Making Gains Importance in China's Automotive Market

The leadership changes come as domestic new energy vehicle brands continue to gain market share from traditional luxury automakers in China. Jiemian noted that appointing a Chinese executive to lead the business could indicate a stronger emphasis on local decision-making, though Audi has not explicitly identified that as the reason for Zhang's appointment. The move also coincides with changes to the responsibilities of Audi's two joint ventures in the country. According to a September 7 report by Chinese media outlet Caijing, SAIC Audi is expected to focus on the AUDI brand, while the four-ring Audi brand will be assigned to FAW Audi. These reported plans form part of the wider organizational context surrounding the leadership reshuffle.

AUDI Brand and Four-Ring Audi Brand Follow Different Roles

Audi has developed the all-capital-letter AUDI brand specifically for the Chinese market, distinguishing it from the company's familiar four-ring emblem. The AUDI brand is separate from the four-ring Audi brand, which covers the company's global lineup of combustion-engine and electric vehicles. The reported division of responsibilities between SAIC Audi and FAW Audi would give the two joint ventures more distinct brand roles. On September 3, Audi and SAIC Motor established the AUDI Innovation & Technology Center in Shanghai, a facility 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.

Leadership Changes Coincide With an Interim Appointment at Audi Sport

The management reshuffle also affects Audi Sport GmbH, where Rouven Mohr will take over as head on an interim basis beginning November 1. Mohr has served as Audi's board member for technical development since March 2026 and previously worked as chief technical officer of Lamborghini. His interim appointment follows Michl's move to Audi China and maintains a designated leader for Audi Sport during the transition. Michl's previous responsibilities included oversight of RS performance models and the Audi exclusive customization business. Audi's announcement identifies Mohr's role as interim, and it does not specify when a permanent appointment might be made.

Industry Impact & Outlook

Audi's leadership changes highlight the importance of aligning management structures and brand strategies with the competitive conditions of China's automotive market, where domestic new energy vehicle makers are putting pressure on established luxury manufacturers. Zhang's experience in China and international automotive operations may support closer coordination between global priorities and local market requirements, while Michl brings experience from Audi's performance and customization businesses. The reported division of responsibilities between SAIC Audi and FAW Audi, together with the Shanghai technology center and four AUDI models planned for the ADP 2.0 platform, indicates that organizational decisions are unfolding alongside product development. The next significant milestones identified in the announcement include the leadership transition on November 1 and the first planned AUDI model debut in 2028.

Frequently Asked Questions

Who has Audi appointed as president of Audi China?
Audi has appointed Jeff Zhang, a former Chery executive with more than 20 years of international management experience, as president of Audi China, effective November 1. Zhang most recently served as vice president of Chery International and CEO of the Chery brand. His earlier roles included managing Chery's European business and senior positions at Audi in China between 2018 and 2020. He will replace Johannes Roscheck, who is handing over his duties before returning to Germany in early 2027.

What role will Rolf Michl take at Audi China?
Rolf Michl will become chief operating officer of Audi China on November 1, joining Jeff Zhang in a dual-leadership structure. Michl previously led Audi Sport GmbH from September 2022, overseeing the high-performance RS models and Audi exclusive customization business. He joined Audi in 2007 in product marketing and subsequently moved into leadership roles. Audi says the new management arrangement is intended to strengthen operational leadership in China, although the company has not publicly detailed a full division of responsibilities between the two executives.

Why is Audi changing its leadership structure in China?
Audi says the reshuffle is designed to strengthen operational leadership through a leaner, more focused management structure in one of its most important markets. The changes come as Chinese new energy vehicle brands continue to gain market share from traditional luxury automakers. Jiemian reported that appointing a Chinese executive could signal a greater emphasis on local decision-making, but Audi's official announcement did not confirm that interpretation as the reason for Zhang's appointment. The reshuffle also coincides with reported changes to the roles of Audi's two Chinese joint ventures.

What is the difference between the AUDI brand and the four-ring Audi brand?
The AUDI brand is a separate brand created by Audi specifically for the Chinese market and uses an all-capital-letter logo rather than the familiar four-ring emblem. The four-ring Audi brand represents the company's global lineup of combustion-engine and electric vehicles. According to a report by Chinese media outlet Caijing, SAIC Audi is expected to focus on the AUDI brand, while the four-ring Audi brand will be assigned to FAW Audi. That reported arrangement would create a clearer division of brand responsibilities between the two joint ventures.

When will the first new AUDI model based on ADP 2.0 debut?
Audi and SAIC Motor established the AUDI Innovation & Technology Center in Shanghai on September 3 to support development dedicated to the AUDI brand. The partners plan to develop four new AUDI models based on the ADP 2.0 platform, with the first scheduled to debut in 2028. The announcement identifies the planned number of models and the expected timing of the first debut, but it does not provide individual model names or a detailed launch schedule for all four vehicles. Further product details were not specified in the shared report.

Who will lead Audi Sport GmbH after Michl moves to China?
Rouven Mohr will head Audi Sport GmbH on an interim basis starting November 1, following Michl's appointment as chief operating officer of Audi China. Mohr has served as Audi's board member for technical development since March 2026 and previously held the chief technical officer position at Lamborghini. Audi's announcement confirms the interim arrangement but does not identify a permanent successor or provide a timetable for making that appointment. Michl's departure follows his leadership of Audi Sport GmbH, including responsibility for RS performance models and Audi exclusive customization.