Audi China appoints Jeff Zhang and Rolf Michl as new dual leadership
Audi is reshaping its leadership team for its China business. Starting in November, Jeff Zhang will replace Johannes Roschek as President of Audi China. Additionally, Rolf Michl, previously CEO of Audi Sport GmbH, will move to China as Chief Operating Officer.
Jeff Zhang will become the new China CEO of Audi as of November 1.
Image: Audi
Audi has been experiencing declining sales in China for months – just like its parent company, Volkswagen, which has seen a 30 per cent drop in sales across all its brands in China since the beginning of the year. The premium brand is now initiating a leadership reshuffle in the People’s Republic: Jeff Zhang – most recently Vice President and CEO of the Chery brand at Chery International – will become the new head of Audi China.
Rolf Michl, currently with Audi Sport, will join him as part of a dual leadership team. According to an official statement from the manufacturer, the two will serve as co-leaders. The direct quote: “As part of the leadership realignment, the structure of the Audi China Board of Management will also be streamlined, with Jeff Zhang and Rolf Michl jointly leading the organization.”
In the meantime, Rouven Mohr, Board Member for Technical Development at Audi AG, will temporarily take over the leadership of Audi Sport. The former President of Audi China, Johannes Roscheck, will return to Ingolstadt. “He has played a key role in shaping Audi’s strategic development in China during a period of profound change,” according to the corresponding statement from his employer.
Jeff Zhang is expected to bring extensive experience in the Chinese market to his new role. According to Audi, he has over 20 years of international management experience, most recently as a top executive at Chery. Previously, he oversaw the European business of the Chinese automaker and, as Managing Director, led the China operations of Alfa Romeo and DS Automobiles at Stellantis. From 2018 to 2020, Zhang also held leading positions at Audi in China: “Among other responsibilities, he helped establish the SAIC Audi sales organization and contributed to strategic projects involving FAW Audi,” writes his new employer. He has also worked in Japan and North America.
Rolf Michl, for his part, is Chairman of the Management Board of Audi Sport GmbH and has been responsible for the high-performance RS models there since 2022. Michl began his career at Audi in 2007 in product marketing and subsequently held various leadership positions in product management, sales, and marketing.
While Zhang brings experience in the international premium business and the Chinese market, Michl is expected to contribute his internal expertise in the brand and the operational development of companies. Audi CEO Gernot Döllner commented: “China is one of Audi’s most important markets. With Jeff Zhang and Rolf Michl, we are strengthening our leadership team on the ground, combining international experience with a deep understanding of the Chinese market and the Audi brand. Our goal is to execute our strategy consistently, respond even faster to our customers’ needs and sustainably strengthen our competitiveness. At the same time, Rouven Mohr will ensure continuity at Audi Sport, drawing on his extensive experience in developing high-performance vehicles.”