Key Takeaways:
- Jeff Zhang will become Audi China president on November 1, marking a key leadership change for the automaker.
- Rolf Michl will take over as chief operating officer to strengthen the company’s local operations.
- The leadership changes come as Audi faces falling sales and stronger competition in China.
German carmaker Audi named Jeff Zhang Audi China president on Thursday, as it reshapes its local leadership amid falling sales and growing competition. The company is changing its local leadership team as it deals with falling sales and growing competition in the Chinese car market.
Jeff Zhang Audi China appointment: new leadership
Jeff Zhang will become president of Audi China on November 1. He previously served as vice president and chief executive officer of Chinese carmaker Chery International. Zhang brings experience leading automotive businesses in China and other markets.
He will replace Johannes Roscheck, who led Audi’s operations during a major change in the brand’s strategy. Roscheck will hand over his responsibilities before returning to Audi’s headquarters in Ingolstadt, Germany.
The leadership changes come as major global carmakers face growing challenges in East Asia. Chinese automakers are gaining ground, especially in the electric vehicle market, where local brands are competing strongly with international companies.
Rolf Michl joins Audi China as chief operating officer
Rolf Michl will move to China to become chief operating officer on November 1. He previously served as managing director of Audi Sport GmbH, where he oversaw business operations.
Michl and Zhang will form a smaller management board to lead Audi’s operations in China.
Audi CEO Gernot Döllner said the new team brings together international business experience and a strong understanding of the Chinese market. He said the company wants to respond more quickly to local customers’ needs and preferences.
Audi executive board member Rouven Mohr will temporarily oversee Audi Sport alongside his current responsibilities. The new leadership structure is intended to make decisions faster and improve the company’s operations over time.
Audi faces falling sales in China
The leadership changes reflect the pressure Audi faces in the world’s largest car market. European carmakers are competing with Chinese electric vehicle makers that offer lower prices and newer software features.
Audi has reported falling sales in China as more consumers choose local brands. Its parent company, Volkswagen Group, is also adjusting its product plans for the Chinese market to remain competitive.
The Jeff Zhang Audi China appointment signals the company’s focus on strengthening its position in the world’s largest car market.
