by Unexpected Failure During Marketing Event
Chinese automaker Chery faced an embarrassing incident while attempting to replicate Land Rover’s success on the famous stairs to the Heaven’s Gate in China. Their Fulwin X3L SUV failed to overcome the 999 steps, resulting in an accident and damage to the landmark’s railing.
Incident Details
Historical Context
In 2018, the Range Rover Sport became the first SUV to successfully climb these stairs. This was part of the Dragon Road challenge and significantly strengthened Land Rover’s marketing position. Inspired by this success, Chinese manufacturers decided not only to copy the design but also to replicate marketing moves.
Event Progression
The recording shows the Fulwin X3L covering about three-quarters of the path before a sharp sound is heard. A black component flies off the vehicle, it loses control and starts moving to the right. After losing speed, the SUV stops and rolls backward, catching on the handrails and destroying the fence.
Company Response
The extreme challenge was conducted on November 12 but was interrupted due to an unforeseen event that attracted widespread attention
Chery published official apologies on social media, reporting that preliminary investigation revealed the cause of the accident. The detached safety cable became tangled in the right wheel, causing power loss and subsequent collision. The company acknowledged deficiencies in risk assessment and promised compensation for damages.
Model Technical Features
The Fulwin X3L is offered with a hybrid powertrain including a 1.5-liter engine, 33.7 kWh battery, and rear or all-wheel drive. The all-wheel drive version’s power reaches 422 hp with 505 N·m of torque. Electric range is 205 km, with total range reaching 1080 km.
The manufacturer particularly emphasizes the model’s off-road capabilities, including 225 mm ground clearance, 22° and 30° approach and departure angles, tank turn function, and special off-road modes.
Consequences and Prospects
This case demonstrates the complexity of organizing such extreme events and the importance of thorough testing. Although the Fulwin X3L’s technical specifications appear convincing, failure during public testing may affect brand perception. For Chinese automakers aspiring to compete with global leaders, such incidents become important experience in developing their own marketing strategies and quality assurance approaches.
