A publicity stunt gone wrong has left questions swirling around safety standards and marketing tactics after a Chery Fulwin X3L SUV crashed during an attempt to climb Tianmen Mountain’s notorious “Heavenly Ladder.” The incident, which took place on November 12th and was widely captured in videos posted online, showcases the potential risks of blending commercial promotion with challenging natural environments.
Tianmen Mountain’s “Heavenly Ladder” is no ordinary staircase. This 999-step pathway snakes almost 300 meters up a sheer cliff face, reaching an altitude change of 150 meters and leading to the famed Tianmen Cave entrance. Its steepness, averaging 45 degrees with sections exceeding 60 degrees, combined with narrow, wet steps that are only 30 centimeters wide, make it an immense feat even for experienced hikers. Previous reports have likened it to a route rarely conquered by high-end off-road vehicles.
The Chery Fulwin X3L, a new SUV model launched in September 2025 under Chery’s burgeoning Fulwin brand, was the vehicle attempting this seemingly impossible climb. Prior to the event, the company had heavily promoted the challenge on social media platform Weibo, with the Executive Vice President emphasizing its demanding nature and highlighting how it would test the car’s power, handling, and four-wheel drive capabilities.
Eyewitness accounts describe a stark scene: around noon on November 12th, the vehicle struggled to ascend the steep steps before ultimately sliding backwards, breaking through a section of protective railing and coming to rest at the bottom for two hours. During this time, Tianmen Mountain National Forest Park closed both the “Heavenly Ladder” and an alternate scenic route for tourists, directing visitors to utilize a mountain-piercing escalator instead.
The fallout from the incident prompted swift action from Chery Automobile. On November 13th, the company released an apology statement acknowledging that a preliminary investigation revealed a broken safety shackle on the test rig as the direct cause of the accident. This detachment entangled the vehicle’s right wheel, restricting power output and leading to the slide and collision with the railing. Thankfully, no injuries were reported, nor was any natural environment harmed beyond the damage to the railing itself.
Despite this fortunate outcome, Chery took responsibility for the event, expressing deep regret for failing to adequately assess potential risks and for oversights during planning and execution. The company specifically pointed to the choice of a public scenic area as a contributing factor, highlighting the need for greater vigilance in balancing promotional activities with visitor safety and environmental protection.
Chery pledged to fully repair the damaged railing and cover all related compensation costs, hoping this action will demonstrate their commitment to rectifying the situation. However, the incident raises larger questions about the ethical considerations surrounding such stunt-based marketing campaigns, particularly when they take place in vulnerable natural environments that rely heavily on tourism revenue.
