Hiring from Chery gives Audi China a leader who knows how its domestic rivals operate, as new competitors reshape the market
Audi has named Jeff Zhang, most recently chief of Chery International’s Chery brand, as President of Audi China from 1 November 2026. Rolf Michl will leave his post running Audi Sport to become Chief Operating Officer, with the pair forming a slimmed-down two-person board.
Zhang previously ran Chery’s European business and managed Stellantis’ DS Automobiles and Alfa Romeo brands in China. He also worked at Audi in China from 2018 to 2020, helping set up the SAIC Audi sales organisation, and has held senior roles with Nissan in North America and Japan.
Recruiting from a domestic rival gives Audi a leader who knows how Chinese automakers compete, as new entrants and changing buyer expectations reshape the market. Audi says the leaner structure is designed to speed execution.
Rouven Mohr, the board member responsible for technical development and a former Chief Technical Officer at Lamborghini, will run Audi Sport on an interim basis alongside his existing role. Outgoing Audi China President Johannes Roscheck returns to Ingolstadt in early 2027.
Chief Executive Gernot Döllner called China a key market for Audi and credited Roscheck with advancing its dual-brand strategy and ties with its Chinese joint venture partners. He said the new team pairs international experience with deep local knowledge.
Source: Audi
