Audi gets new China leadership to face bruising competition

Audi has appointed Jeff Zhang to lead its China operations from November 1, replacing Johannes Roscheck, Business Recorder reported on Thursday. Zhang previously held senior roles at Chinese automaker Chery, including vice president and chief executive, while Roscheck is returning to Germany after overseeing Audi’s China business.

The leadership change comes as Audi faces declining sales and stronger competition in China, where lower-priced local manufacturers are driving a rapid move towards electric vehicles. Audi chief executive Gernot Doellner said Zhang will work alongside Rolf Michl, who takes over as Audi China’s chief operating officer on the same date, to respond faster to customers and improve competitiveness. Volkswagen has also begun a major restructuring as it contends with weaker demand in the country.