Stairway Stunt Gone Wrong: When Chinese Ambition Stumbles on Range Rover’s Legendary Mountain Challenge

Not all viral feats are meant to be repeated. In 2018, Land Rover’s jaw-dropping “Stairway to Heaven” ad sent a Range Rover Sport Plug-in Hybrid up Tianmen Mountain’s 999 treacherous steps—a showcase that sealed its place in marketing history. Seven years later, Chinese automaker Chery attempted to create its own legend on the same ancient stone stairway using the Fulwin X3L SUV. But history, as the world soon saw, refused to repeat—and the result became a very different kind of viral lesson.

The Attempt: Chery Aims for Glory

• Chery selected the Fulwin X3L, a rugged, boxy SUV designed for Chinese and global markets, hoping to mimic Range Rover’s 45-degree, 999-step climb.​​

• The event, staged in November 2025 at Tianmen Mountain’s iconic staircase, was presented as a public “extreme challenge test.”

• The SUV began the climb slowly but struggled for traction partway up. A safety rope, meant for added security, detached, tangled in the front right wheel, and robbed the vehicle of power.​​

• Seconds later, cameras captured the X3L sliding backwards, crashing through the historic guardrail—smashing dreams (and stonework) before a global YouTube audience.​

Aftermath: Apologies, Explanations, and Public Fallout

• Chery published a formal apology, taking responsibility for the mishap and promising to fully repair the 1,300-year-old stairway and cover all damages.​​

• The brand admitted “insufficient risk assessment” and “lapses in detail control” in planning, fueling a worldwide debate on stunt safety, authenticity, and marketing ethics.​

• Thankfully, there were no injuries, and the stunt did not harm Tianmen Mountain’s natural environment.​

Range Rover Sport vs Chery Fulwin X3L—Specs and Stunt Comparison

What Went Wrong? Lessons and Lapses

• Chery’s safety planning was insufficient: the safety rope both failed and sabotaged the run, proving details matter most in live PR events.​​

• The Range Rover’s original stunt involved extensive testing, backup engineering, and a skilled professional driver—raising the bar for authenticity and preparation.

• Chery’s attempt reignited debate about risk, spectacle, and cultural resonance—when imitation in marketing misfires, the truth (and gravity) always wins.

Stone Steps, Steeper Lessons

On a foggy November day, a crowd at Tianmen watched two scripts unfold: once, a British machine danced upward, steady and bold; later, a Chinese contender, with ambitions as grand, slipped on the very same stage—reminded that shortcuts in reputation can’t outclimb legacy, skill, or humility.

Takeaways and Brand Impact

• Chery’s failure exposes the risks of chasing viral glory without rigorous preparation—or full respect for history and context.

• Social media can turn marketing gains into setbacks within minutes, but bold brands willing to learn can turn “fails” into future reliability.

• The enduring message: Success in automotive stunts is about more than horsepower—it’s about planning, execution, and respect for the road (or staircase) ahead.

The world loves a spectacle, but successful stunts blend technical mastery, respect, and self-awareness. Chery’s attempt may have crashed, but the lesson roars louder than any marketing win: true legends are forged in preparation, not just in brave ambition.