Audi Announces Key Leadership Changes in China and Audi Sport

Audi has announced significant Audi leadership changes affecting its operations in China and its high-performance division, Audi Sport GmbH. These appointments, effective November 1, 2026, aim to strengthen the brand's strategic position in the evolving Chinese market and ensure continuity in its performance vehicle development.

Leadership Changes in China

Audi is implementing a significant Audi leadership changes for its operations in the Chinese market, a region deemed strategically important for the brand's global growth. Effective November 1, 2026, Jeff Zhang will assume the role of President of Audi China, taking over from Johannes Roscheck, who is slated to return to Audi's headquarters in Ingolstadt in early 2027. Concurrently, Rolf Michl, who has been serving as Managing Director of Audi Sport GmbH, will transition to China as Chief Operating Officer (COO).

Zhang and Michl are set to jointly oversee the Audi China Board of Management, establishing a more streamlined and focused leadership structure. This strategic realignment is designed to enhance Audi's operational agility and responsiveness within China's rapidly evolving automotive landscape, which is characterized by intense competition, swift technological advancements, and changing consumer expectations. The company aims to leverage a leadership team that combines international experience with a deep understanding of the local market dynamics.

Interim Leadership at Audi Sport

With Rolf Michl's move to China, Rouven Mohr will take on the interim leadership of Audi Sport GmbH. Mohr currently serves as a Member of the Board of Management of AUDI AG, responsible for Technical Development, a position he has held since March 2026. He will manage Audi Sport in addition to his existing duties.

Mohr brings extensive experience in developing high-performance vehicles, which is expected to ensure continuity for Audi's performance division. Audi Sport is responsible for the brand's RS models and the 'Audi exclusive' vehicle individualization program.

Backgrounds of Key Appointees

The new appointees bring diverse and relevant experience to their roles. Jeff Zhang, the incoming President of Audi China, possesses over two decades of international management expertise. His career includes serving as Vice President and CEO of the Chery brand at Chery International, and managing Alfa Romeo and DS Automobiles in China for Stellantis. Notably, Zhang held senior leadership positions at Audi in China between 2018 and 2020, where he played a role in establishing the SAIC Audi sales organization and contributed to strategic projects with FAW Audi. His background also includes leadership roles at Nissan in Japan and North America.

Rolf Michl, transitioning to COO of Audi China, began his career at Audi in 2007 within product marketing. He progressed through various leadership roles in Product Management, Sales, and Marketing before his appointment as Managing Director of Audi Sport GmbH in September 2022, where he oversaw the high-performance RS models and the 'Audi exclusive' individualization program. Rouven Mohr, who will lead Audi Sport on an interim basis, joined AUDI AG in 2008. His career includes significant contributions to vehicle development, particularly for the Audi R8 and various SUV and performance models. Prior to his current role as Member of the Board of Management for Technical Development (since March 2026), Mohr served as Chief Technical Officer at Lamborghini from 2022, after heading overall vehicle validation.

These Audi leadership changes reflect the company's ongoing efforts to adapt its global strategy to key markets and business segments. The focus on strengthening management in China and maintaining experienced leadership at Audi Sport aims to support the brand's competitive position and strategic objectives in the coming years.