Imagine a daring car challenge on one of China's most breathtaking but treacherous mountains turning into a spectacular flop—capturing the world's attention and sparking heated debates! But what exactly went wrong, and why is this incident stirring up so much controversy? Let's dive into the details of this eye-opening event and explore the bigger questions it raises about adventure, safety, and environmental respect.
In a bold promotional stunt gone awry, Chery Automobile's attempt to conquer Tianmen Mountain's infamous "Heavenly Ladder" with their Fulwin X3L model resulted in a dramatic failure on November 12, 2025. Videos shared by onlookers showed the test vehicle losing its grip on the steep stone steps, slipping backward, and crashing into a protective barrier, causing visible damage. This mishap has ignited widespread discussions online about the risks involved in such high-stakes tests and the appropriateness of using cherished natural landmarks for automotive showcases.
The drama unfolded around midday that same day. Witnesses on the scene recounted how the car struggled to climb the challenging path, eventually reversing and smashing through part of the railing. As one bystander shared with Jimu News, the vehicle "remained stuck in place for a full two hours without budging." To accommodate Chery's event, the "Heavenly Ladder" was shut down for tourists on both November 12th and 13th, with visitors redirected to a nearby mountain-piercing escalator leading to the stunning Tianmen Cave.
For those unfamiliar, Tianmen Mountain's "Heavenly Ladder" is a world-renowned attraction that's as awe-inspiring as it is intimidating. Picture this: nearly 300 meters of 999 steps carved into the mountainside, plunging 150 meters vertically. The path features narrow, often wet stone treads about 30 centimeters wide, with an average incline of 45 degrees—and some stretches pushing past 60 degrees. As reported in Jiangnan Metropolis Daily, it's a route that's rarely tackled successfully, even by top imported off-road vehicles, making it a true test of a car's capabilities. This helps explain why Chery chose it: to showcase their vehicle's prowess in extreme conditions.
The star of the show—or rather, the unfortunate protagonist—was the Chery Fulwin X3L, a fresh addition to Chery's Fulwin lineup that hit the market on September 18, 2025, starting at around 16,500 USD. Just three days after its launch, Chery Automobile's Executive Vice President took to Weibo to hype up the Tianmen Mountain challenge, emphasizing how it demands exceptional power, precise handling, and robust four-wheel-drive systems from any vehicle attempting it. For beginners in the car world, this means the challenge wasn't just about climbing stairs—it's a showcase of a car's ability to handle slippery, angled surfaces with grip and control, much like how a mountain bike needs specialized tires for rugged trails.
But here's where it gets controversial: Was it wise to turn a public tourist spot into a test ground for a car commercial? A representative from Tianmen Mountain National Forest Park confirmed the site was closed for the event, rerouting visitors to make way for the spectacle. This raises questions about balancing adventure with respect for shared spaces—after all, natural wonders like this are meant for human enjoyment, not risky experiments. And this is the part most people miss: While the challenge aimed to highlight innovation, it might have overlooked the potential for unintended consequences in such a fragile environment.
On November 13th, Chery issued a formal apology for the "unexpected incident" during the Tianmen Mountain trial. Their initial probe pinpointed the root cause as a "sudden disconnection of a shackle from the safety rope's anchoring system on the test equipment." This mishap caused the rope to tangle around the vehicle's right wheel, blocking its power delivery and triggering the slide that led to the railing collision. The company reassured the public that no one was hurt and the natural surroundings remained unscathed. Chery admitted to underestimating the hazards and lacking thorough precautions in their planning, especially when selecting a bustling scenic location for the activity. Expressing sincere remorse for the harm to the Tianmen Mountain site, they vowed to handle all repairs and cover any compensation costs without exception.
Liu Miao specializes in new energy vehicles and batteries at CNC, contributing to the global shift toward sustainable energy. In his free time, he enjoys cruising in his electric vehicle. If you're passionate about the latest in EVs, sign up for our weekly newsletter—delivered straight to your inbox with no junk mail. Unsubscribe anytime with a single click.
What do you think—should companies like Chery be allowed to test vehicles in protected natural areas, or is this pushing the limits too far? Does this incident highlight a need for stricter regulations on promotional stunts, or is it just a reminder that even the best tech can fail? Share your views in the comments below—we'd love to hear your take and spark a conversation!
