A Chinese automaker, Chery, attempted to replicate Range Rover’s viral 2018 stunt of driving up the 999 steps to China’s Heaven’s Gate—and spectacularly failed. The incident highlights not only the technical challenge of such a feat but also the broader trend of Chinese automakers seeking to emulate Western luxury brands.
The Viral Inspiration
In 2018, Range Rover’s ascent of Heaven’s Gate became an instant marketing success, garnering over 6.7 million views. The video showcased the vehicle’s capabilities and cemented its image as a rugged, high-performance SUV. The stunt was not just about the car; it was about creating a memorable, shareable moment that resonated with audiences globally.
Chery’s Attempt and Failure
Chery, with its Fulwin X3L hybrid SUV (producing up to 422 horsepower), sought to capitalize on this viral formula. However, the attempt ended in disaster. Footage shows the yellow SUV struggling halfway up the staircase before sliding backward, crashing into a barrier, and sending debris over the cliff.
The failure wasn’t just an embarrassing moment for Chery; it underscored the difficulty of replicating such a stunt. While the Fulwin X3L boasts impressive power, the conditions—including the age and steepness of the staircase—proved too challenging.
The Explanation and Apology
Chery quickly issued a public apology, attributing the incident to a safety rope malfunction. The rope reportedly became tangled in the SUV’s wheels, causing a loss of power and the subsequent slide. The automaker framed the event as an “unexpected incident” rather than a technical failure, likely to mitigate brand damage.
The Significance of Heaven’s Gate
The choice of Heaven’s Gate as the location is crucial. The landmark is a centuries-old historical site, leading to the 1,700-year-old Tianmen Cave. Damaging the ancient staircase carries significant cultural implications, making Chery’s failure even more problematic.
The incident raises questions about the company’s risk assessment and the decision to attempt such a stunt in the first place. While the goal may have been to generate viral buzz, the outcome was a public relations disaster.
The Broader Trend
Chery’s attempt reflects a growing trend among Chinese automakers to emulate Western luxury brands. Copying design elements, marketing strategies, and even stunts like this stair climb is a common tactic. However, replicating success requires more than imitation; it demands genuine engineering prowess, brand credibility, and careful execution.
The failed stunt serves as a cautionary tale. Viral marketing can be effective, but shortcuts and careless attempts can backfire spectacularly. Chery’s failure underscores the importance of substance over style, especially when dealing with high-stakes stunts and culturally significant landmarks.
In the end, the incident reinforced Range Rover’s image as a capable, adventurous brand while highlighting Chery’s miscalculation. The failure wasn’t just a mechanical mishap; it was a branding blunder that will likely linger in public memory
