What was meant to be a dazzling display of off-road prowess for one of China’s fastest-growing automakers turned into a social media spectacle for all the wrong reasons.
On November 12, 2025, a Chery Fulwin X3L test vehicle attempting to climb the famed “Heavenly Ladder” at Hunan’s Tianmen Mountain National Forest Park lost traction, sliding backward down the steep steps before crashing into a protective railing.
The accident, caught on video by bystanders and shared widely across Chinese social media platforms including Weibo and Douyin, immediately ignited debate about safety, marketing ethics, and the risks of using national landmarks as corporate proving grounds.
The Challenge That Backfired
The incident occurred around noon, according to eyewitnesses quoted by Jimu News, a Hubei-based media outlet. “The car was trying to climb the stairs but suddenly started sliding back,” one visitor said. “It hit the railing and just stayed there for hours.”
Another witness, a local tour guide, confirmed that the Heavenly Ladder, a world-famous staircase comprising 999 narrow, slippery stone steps, had been temporarily closed to tourists on both November 12 and 13 to accommodate Chery’s private filming and testing session.
The challenge was intended to demonstrate the Fulwin X3L’s all-terrain performance, testing the limits of its four-wheel-drive system and traction control on one of the steepest and most visually dramatic locations in China.
But instead of showcasing technological confidence, the stunt raised questions about corporate judgment, risk management, and the use of protected scenic sites for high-risk publicity events.
A Landmark Known for Its Peril
The Tianmen Mountain “Heavenly Ladder” is one of China’s most iconic and physically demanding landmarks, stretching nearly 300 meters in length and rising 150 meters vertically toward the natural rock arch known as Tianmen Cave.
The steps average a 45-degree incline, but certain sections exceed 60 degrees, making it perilous even for trained climbers. The 30-centimeter-wide wet stone surface further complicates traction—especially in misty or rainy conditions common to the region.
A 2016 report by the Jiangnan Metropolis Daily noted that even heavily modified imported off-road vehicles had failed to reach the summit in previous attempts, describing the route as “a trial rarely conquered, even by machines built for it.”
Chery’s High-Stakes Marketing Strategy
The Fulwin X3L, launched on September 18, 2025, is one of the newest models in Chery’s expanding SUV lineup. Targeted at young consumers and families seeking affordable yet capable compact SUVs, the model is built on Chery’s T1X platform and designed to emphasize safety, versatility, and off-road stability.
Chery’s Executive Vice President had teased the Tianmen challenge weeks earlier in a Weibo post dated September 21, describing it as “a test of not just horsepower, but engineering discipline and driver control.” The post generated considerable buzz among Chinese automotive enthusiasts, with many hailing it as a bold attempt to rival the kind of attention-grabbing feats often associated with brands like Land Rover or Mercedes-Benz.
Yet, the gamble has now turned into a reputational liability.
When Marketing Meets Mountain Reality
Chery’s plan was simple: have the Fulwin X3L scale the 999-step Heavenly Ladder, record the climb in cinematic fashion, and use the footage in upcoming promotional campaigns. But as footage of the accident circulated online, public sentiment shifted from admiration to alarm.
On Weibo, the hashtag “Chery Tianmen Accident” (#奇瑞天门山事故#) trended throughout November 13, amassing over 60 million views within 24 hours. Comments ranged from disbelief to criticism.
One user wrote: “Cars belong on roads, not heritage sites,” while another questioned, “Was this an engineering test or a publicity stunt gone wrong?”
The imagery—an SUV sliding helplessly down the sacred steps of Tianmen—proved damaging for a brand that has been positioning itself as a responsible, technologically advanced automaker.
Chery’s Response and Investigation
On November 13, Chery Automobile issued a public apology statement acknowledging the mishap and confirming that a “preliminary internal investigation” had been launched.
According to the company, the “direct cause” of the incident was an “unexpected detachment of a shackle from the safety rope’s anchor point” on the test device. This failure caused the rope to entangle with the vehicle’s right wheel, obstructing its power output. The vehicle subsequently lost traction, rolled backward, and collided with the railing.
“No personnel were injured, and no natural environment was damaged,” Chery stated, emphasizing that the company would “bear full responsibility for the damage to public property.”
The automaker also conceded to “insufficient estimation of potential risks” and “oversights in detailed control” during the test’s planning and execution, admitting that conducting such a high-risk challenge at a tourist landmark was a mistake.
The company pledged to repair the damaged section of the railing and fully compensate the Tianmen Mountain National Forest Park for restoration costs.
Local Authorities and Public Reaction
A staff member at Tianmen Mountain National Forest Park confirmed that the scenic area’s “Heavenly Ladder” section had indeed been closed to tourists for the event and that alternative routes were provided. “Tourists were guided to use the escalator leading to Tianmen Cave instead,” the official told reporters.
However, the incident sparked renewed calls for stricter oversight of corporate events held at national parks and heritage sites. Environmentalists and cultural preservation groups argued that such stunts risk damaging protected areas and undermining their cultural significance.
One commentary in The Beijing News called for the Ministry of Culture and Tourism to tighten approval procedures for automotive marketing events held at scenic landmarks. “The use of public natural heritage for commercial gain, especially involving physical risk, must be carefully regulated,” it wrote.
Chery’s Broader Ambitions
The timing of the accident is particularly sensitive for Chery, which has been experiencing one of the fastest growth trajectories among Chinese automakers in 2025.
Chery’s exports and domestic NEV sales have both surged this year, supported by the success of sub-brands such as Exeed, Jetour, and Fulwin. The Fulwin X3L was intended to reinforce the brand’s entry-level SUV image, showcasing strong value and robust mechanical capability in both urban and off-road conditions.
Chery’s overseas expansion—particularly into Europe, South America, and Southeast Asia—has also elevated its visibility. The company recently began exporting EVs under its iCar and Omoda brands, while domestically, it competes aggressively with BYD, Geely, and Great Wall Motor.
The Tianmen incident, while unlikely to have direct financial impact, threatens to undercut Chery’s image of reliability and professional conduct just as it seeks to elevate its standing among global automakers.
The Fine Line Between Daring and Reckless
Automotive marketing has long flirted with spectacle. From Land Rover’s 2018 “Dragon Challenge” up the same Tianmen Mountain road—where a Range Rover Sport successfully climbed 99 bends and 999 steps—to Tesla’s high-speed track demonstrations, brands often use extreme scenarios to convey confidence and engineering dominance.
However, as experts point out, safety planning and risk mitigation are paramount. “What makes these stunts effective is not just the feat, but the control,” said Chen Jianhua, an automotive marketing consultant in Shanghai. “When something goes wrong, it flips from heroism to hubris.”
Unlike Land Rover’s previous event, which was conducted under heavy professional supervision and after months of feasibility studies, Chery’s Tianmen challenge appeared to involve less stringent coordination between the automaker and the park authorities.
“The accident may have been technically minor, but symbolically it’s huge,” Chen added. “It raises questions about how far domestic brands will go for viral attention.”
Chery’s Next Steps
In its apology, Chery reaffirmed its “commitment to responsible corporate behavior and environmental stewardship.” The company said it is reviewing internal approval procedures for all public events involving test vehicles, vowing to strengthen safety assessments and coordination with local authorities.
It also promised to release a comprehensive investigation report once the technical analysis of the safety rope failure is complete.
As cleanup efforts at Tianmen Mountain continue, officials have stated that the damaged section of the railing will be repaired before reopening the steps to tourists.
A Lesson in Optics
For Chery, the Tianmen Mountain mishap is both a cautionary tale and a pivotal test of crisis management. In a market where brand reputation can shift overnight, the company’s transparent and timely response may help limit reputational fallout.
Still, the episode highlights the growing tension between China’s automakers’ hunger for global recognition and the need for restraint and responsibility in how that ambition is displayed.
As one Weibo user put it succinctly:
“It’s not the mountain that defeated the car—it’s the decision that sent it there.”