Chery’s latest promotional stunt at Tianmen Mountain didn’t quite go as planned—okay, it crashed and burned spectacularly. Trying to mimic Land Rover’s legendary 2018 “Stairway to Heaven” climb, where a Range Rover Sport conquered those brutal 999 steps like a boss, Chery’s Fulwin X3L fumbled almost instantly. Talk about awkward.
The Chinese automaker had big ambitions. Their plug-in hybrid SUV, priced between $16.5K and $22K, boasts some rugged charm, tank-turn gimmicks, and a no-nonsense boxy design. Naturally, they figured, why not take on one of the most infamous car stunts in recent memory? Spoiler: they should’ve thought harder.
@travel_rui 挑战天门山999级天梯遗憾失败#天门山 #天门山天梯 ♬ 原声 – 导游阿睿带你游中国
During the ascent, a safety line snapped. Chaos erupted. The rogue cable snarled around a wheel, sending the SUV skidding backwards like a drunk kid on a skateboard. It smacked into the staircase railing, leaving a mess behind. Crews scrambled to stop the whole thing before it turned into an even bigger disaster.
Chery later ate humble pie, admitting they “underestimated the risks” and screwed up the planning. They promised to foot the bill for repairs, but the damage was done—both literally and to their street cred.
Land Rover’s flawless 2018 climb became iconic. Chery’s attempt? More like a cautionary tale. Sometimes, chasing glory without nailing the details just leaves you sliding backward, both on the mountain and in the headlines. Wild stuff.
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