Audi Reshuffles China Management Ahead of New Model Push in 2026

The move comes as domestic NEV brands intensify competition and traditional luxury players face structural pressure in China.

Audi announced on February 26 a series of senior management appointments aimed at reinforcing its strategic position in China, its most critical global market.

Effective April 1, 2026, Daniel Weissland, currently President of Audi of America, will assume the role of General Manager of FAW-Audi Sales Co., Ltd., succeeding Michael Arndt, who will transition to Managing Director of the Volkswagen Passenger Cars brand in South Korea.

Meanwhile, starting June 1, Matthias Schepers, currently President of Volkswagen Group Japan and Managing Director of Audi Japan, will become Vice President of Sales and Marketing at Audi China, replacing Katy Tsang, who is stepping down for personal reasons.

Daniel Weissland has led Audi’s U.S. operations since 2019 and previously oversaw Volkswagen Group’s business in Canada, bringing more than 25 years of cross-regional management experience.

Matthias Schepers has spent much of his career in the Japanese market, accumulating hands-on experience in premium electric vehicle sales.

He also partnered with Porsche and the Volkswagen brand to establish the Premium Charging Alliance, building Japan’s largest and most efficient commercial charging network.

The coordinated leadership transition is intended to ensure operational continuity.

Marco Schubert, Member of the Board of Management for Sales and Marketing at Audi AG, stated that the company is strengthening the Audi brand and sales structure in its core regions.

With a renewed product portfolio and leadership team, Audi aims to further consolidate its competitiveness in China.

The reshuffle comes amid structural changes in China’s automotive market.

Domestic new energy brands continue to erode traditional luxury players’ share in the battery electric and plug-in hybrid segments.

Meanwhile, joint-venture premium brands face increasing misalignment between product cycles and rapidly evolving local demand.

Data show that Audi delivered 617,500 vehicles in China in 2025. Although the brand reclaimed the top position among luxury automakers in China for the first time in six years, total deliveries declined 5% year on year.

Dr. Johannes Roscheck, President of Audi China, stated that 2026 will be pivotal for the company’s development in the country.

Audi plans to introduce multiple next-generation models tailored specifically for the Chinese market and accelerate updates to its battery electric vehicle lineup.