Audi names new China head as car sales in the country slump
Jeff Zhang, former chief of Chery, takes over as Audi China president from November 1, Reuters reports, as the brand's sales in the largest car market fall.
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what happened
Reuters reports that Volkswagen's premium unit Audi has reshuffled its leadership in China amid fierce competition and shrinking sales. From November 1, Jeff Zhang will become Audi China president; he previously led the Chinese carmaker Chery as vice president and chief executive. He succeeds Johannes Roscheck, who is returning to Germany after what CEO Gernot Doellner called "a period of profound transformation" for the brand in China.
Audi's sales in China have dropped sharply, as the brand, along with Volkswagen and Porsche, lags behind the rapid switch to electric vehicles led by low-cost domestic manufacturers. Zhang will share leadership with Rolf Michl, who takes the post of chief operating officer of Audi China on the same date and previously managed Audi Sport GmbH.
why it matters
China once generated high profits for the Volkswagen Group, but the move away from Western carmakers has pushed the group into its largest restructuring ever. A change of management is a routine personnel event, yet investors will keep focusing on the sales trend in China.
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- Audi gets new China leadership to face bruising competition — Reuters, 22 October 2026 at 07:08 UTC
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