Key facts
- Jeff Zhang appointed Audi China president effective November 1.
- Johannes Roscheck replaced by Zhang.
- Audi sales in China have fallen amid competition from local EV brands.
Audi announced a shake-up in its China leadership on Thursday amid tough competition and falling sales in the world's largest auto market. Jeff Zhang, who most recently served as vice president and CEO of Chinese auto group Chery, will take on the role of Audi China president on November 1. He replaces Johannes Roscheck, who will return to Germany. Audi's sales in China have been falling as the brand, together with parent Volkswagen and fellow subsidiary Porsche, struggle to keep pace in a rapid shift to EVs led by low-cost local brands. Zhang will lead Audi's China business together with Rolf Michl, appointed Chief Operating Officer of Audi China from November 1, 2026.