Audi China gains new dual leadership with Jeff Zhang and Rolf Michl

Audi is reshaping its leadership team for its China business. Starting in November, Jeff Zhang will replace the current China head Johannes Roscheck as president of Audi China. Additionally, Rolf Michl, formerly head of Audi Sport GmbH, is moving to China as Chief Operating Officer.

Jeff Zhang will become Audi’s new China head starting November 1.

Image: Audi

Audi has been experiencing a decline in sales in China for months, just like its parent company Volkswagen, which has seen 30 percent drops in Chinese sales across all of its brands since the beginning of the year. The premium brand Audi is now undergoing a leadership reshuffle in the People’s Republic: Jeff Zhang, who most recently served as Vice President and CEO of Chery’s brand at Chery International, will become the new head of Audi China. Rolf Michl from Audi Sport will join him. According to an official statement from the manufacturer, the two will serve as a dual leadership team. The quote reads: “As part of this leadership reshuffle, the structure of Audi China’s Board of Management will be reorganized more efficiently, with Jeff Zhang and Rolf Michl forming a dual leadership team.”

Rouven Mohr, the head of Technical Development at Audi AG, is temporarily taking charge of Audi Sport. Johannes Roscheck, the former president of Audi China, is returning to Ingolstadt. “He played a key role in shaping Audi’s strategic development in China during a period of significant changes,” stated his employer in a related release.

Jeff Zhang is expected to bring value with his experience in China. According to Audi, he has over 20 years of international management experience, most recently as a senior executive at Chery. Prior to that, he was in charge of the Chinese automaker’s European operations and served as Managing Director for Alfa Romeo and DS Automobiles under Stellantis. From 2018 to 2020, Zhang also held leadership roles at Audi in China: “He contributed to building SAIC Audi’s sales organization and worked on strategic projects related to FAW Audi,” states his new employer. He has also previously worked in Japan and North America.

Rolf Michl, former CEO of Audi Sport GmbH, was in charge of the company’s RS models 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 sector and the Chinese market, Michl is expected to leverage his internal expertise in branding 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 strengthen our leadership on the ground, combining international experience with a deep understanding of the Chinese market and the Audi brand.” The goal is to consistently implement Audi’s strategy, respond more quickly to customer needs, and sustainably enhance its competitiveness. “At the same time, we ensure continuity at Audi Sport with Rouven Mohr, relying on his extensive experience in developing performance vehicles,” said Döllner.