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Audi reshuffles China leadership amid pressure from local EV brands

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Audi reshuffles China leadership amid pressure from local EV brands

Audi has announced a reshuffle of its China management, naming former Chery executive Jeff Zhang as president of Audi China to replace Johannes Roscheck, who will return to Germany.

Zhang will take up the post on November 1, according to a statement Audi released on Thursday. Rolf Michl, chairman of the management board of Audi Sport GmbH, will become chief operating officer (COO) of Audi China on the same day.

The two will together form the Board of Management of Audi China under a dual-leadership structure. Audi said the move aims to strengthen its operational leadership in China with a leaner, more focused management structure.

Earlier on Thursday, Chinese media outlet Jiemian reported, citing people familiar with the matter, that Audi China could get its first Chinese national as its top executive. Audi's statement did not use this description.

Putting a Chinese executive in charge of the China business, at a time when local new energy vehicle (NEV) brands continue to take market share from traditional luxury carmakers, may signal that Audi wants to further strengthen local decision-making, Jiemian noted.

Audi CEO Gernot Döllner said China is one of Audi's most important markets, and the new leadership team combines international experience with a deep understanding of the Chinese market and the Audi brand.

Zhang has more than 20 years of international management experience. He most recently served as vice president of Chery International and CEO of the Chery brand, and previously ran Chery's (HKEX: 9973) European business.

He also served as managing director of the China business of Alfa Romeo and DS Automobiles at Stellantis, and held management roles at Nissan in Japan and North America.


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