The encyclopedia · Advertising & PR · Marketing decision · 2025
Chery's Fengyun X3L failed its Tianmen Mountain stair stunt and hit the guardrail
Chery sent the Fengyun X3L up Tianmen Mountain's 999-step stairway, then watched it slip backward into the scenic-area barrier.
Chery · Fengyun X3L · 2025-11-12
What happened
On November 12, 2025, Chery staged an extreme marketing challenge at Tianmen Mountain in Zhangjiajie, sending the Fengyun X3L up the site's 999-step "Stairway to Heaven" staircase. The attempt was meant to show off the SUV's climbing ability in a spectacular setting.
The climb failed partway up. The vehicle slipped backward and struck the guardrail, damaging part of the scenic-area facilities. Reporting said the surface was wet and steep, and Chery later said a safety-rope fixing point on the test apparatus had detached and tangled the right wheel, interfering with power output.
Chery apologized publicly and said it would repair the damage and handle compensation and follow-up work. No injuries were reported, but the stunt turned a brand demonstration into a live demonstration of what happens when a headline test is treated like a controlled one.
The episode showed how quickly a product demo can become a liability when the stage is part of the message and the message collapses with the vehicle.
Why it happened
- The campaign put a real vehicle on a real landmark staircase with no room for a second take
- The stunt depended on traction, timing and test hardware all working together under extreme conditions
- Once the car slipped, the event's spectacle became the story instead of the product
The lesson
If the proof-of-capability is itself a public stunt, the venue becomes part of the risk model. When the setup fails, the brand owns the failure in front of everyone.
Sources
spotted an error? The club wants to know.
More like this
Luyuan apologised after a 'lunch break' ad showed a model in a tight skirt and stockings
Great Wall's Wey V9X launch ad aped Range Rover Sport; the brand apologised
Qijing scrubbed Su Mang's ambassadorship 11 days after the launch
Somewhere, someone solved the problem this company failed at. 2nd Opinion →
Comments · 0
Sign in to join the comments.