Audi has appointed former Chery executive Jeff Zhang as president of Audi China, turning to a veteran of the Chinese automotive industry as competition from domestic manufacturers intensifies.
Zhang, who takes office on Nov 1, succeeds Johannes Roscheck, who will return to Audi’s headquarters in Ingolstadt, Germany, in early 2027.
The appointment comes as Audi faces declining sales in China, where domestic carmakers have been gaining ground with competitively priced electric vehicles and increasingly sophisticated technology.
Zhang was most recently vice-president and CEO of the Chery brand at Chery International. He previously oversaw Chery’s European operations and headed Alfa Romeo and DS Automobiles in China under Stellantis.
He is also familiar with Audi’s business, having held senior positions in China between 2018 and 2020. During that period, he helped establish SAIC Audi’s sales organisation and worked on strategic projects involving FAW Audi.
His return comes as Audi expands its electric vehicle strategy in China, including the separate AUDI brand developed with SAIC for Chinese buyers.
The new brand launched the E5 Sportback electric car in 2025, with the E7X SUV and another model planned as part of its expanding line-up.
Audi chief executive Gernot Döllner said the management changes were intended to improve the company’s responsiveness to Chinese customers and strengthen its competitiveness.
In the same reshuffle, Audi Sport managing director Rolf Michl becomes chief operating officer of Audi China, working alongside Zhang.
Audi technical development chief Rouven Mohr will take interim charge of Audi Sport while retaining his existing board responsibilities.
