Audi is overhauling its China management structure, appointing Jeff Zhang (Zhang Jun) as president of Audi China effective November 1, according to NetEase Auto. Zhang, who has more than two decades of international auto industry experience, succeeds Johannes Roscheck, who will return to Audi's headquarters in Ingolstadt, Germany, in early 2027.
New leadership duo
As part of the reshuffle, Audi China's management board will be streamlined to just two members: Zhang and Rolf Michl, who moves from his role as managing director of Audi Sport GmbH to become chief operating officer of Audi China. Michl joined Audi in 2007 and has held management positions in product management, sales and marketing. Since 2022 he has led Audi Sport, overseeing RS high-performance models and the Audi exclusive personalization service.
Zhang returns to Audi after previously holding several leadership roles in the brand's China operations between 2018 and 2020, where he was involved in setting up the SAIC Audi sales organization and participated in strategic projects with FAW Audi. Most recently, he served as deputy general manager of Chery International and general manager of the Chery brand's overseas business, and previously led Alfa Romeo and DS Automobiles in China under Stellantis. He has also worked in Nissan's Japan and North America operations.
In addition, Rouven Mohr, Audi's chief technology officer and a member of the global management board, will temporarily lead Audi Sport GmbH. Mohr joined Audi in 2008 and worked on the Audi R8 and several SUV and high-performance models before becoming chief technology officer at Lamborghini. He joined Audi's global management board in March 2026, responsible for technical development, a role he will retain alongside his new interim duties.
Competitive pressure in China
Audi CEO Gernot Döllner said China is one of the brand's most important markets, and the appointments aim to combine international experience with local market insight to better execute strategy and respond to customer needs. The company also acknowledged Roscheck's contributions to advancing its dual-brand strategy and deepening cooperation with Chinese joint-venture partners.
The management changes come as Chinese domestic brands accelerate their push into electric vehicles, intensifying competition in the world's largest auto market. Audi and other foreign automakers have been adjusting their China strategies to keep pace with local rivals that are moving faster on electrification and intelligent driving features. The new leadership team's ability to improve decision-making efficiency and turn organizational changes into business results will be a key focus of Audi's next phase in China, according to NetEase Auto.
