Audi gets new China leadership to face bruising competition

By Rachel More

BERLIN, Oct 22 (Reuters) - Volkswagen's premium subsidiary 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 9973.HK, will take on the role of Audi China president on November 1

• He replaces Johannes Roscheck, who will return to Germany having overseen "a period of profound transformation" for Audi in China, CEO Gernot Doellner said

• Audi's sales in China have been in freefall as the brand, together with parent Volkswagen and fellow subsidiary Porsche P911_p.DE, struggle to keep pace in a rapid shift to EVs led by low-cost local brands

• Once a highly profitable market for the group, China's shift away from Western carmakers has prompted Volkswagen to initiate the most dramatic restructuring in its history

• Zhang will lead Audi's China business together with Rolf Michl, appointed Chief Operating Officer of Audi China from November 1, 2026. He formerly served as managing director of Audi Sport GmbH

• "Our goal is to execute our strategy consistently, respond even faster to our customers' needs and sustainably strengthen our competitiveness," Doellner said.