Global alert: China’s SUV ‘Stairway to Heaven’ stunt fails after guardrail crash

A dramatic and widely shared incident in China has gone viral after a test run of an SUV up the famed “Stairway to Heaven” at Tianmen Mountain ended in failure when the vehicle slid backwards and crashed into a guardrail. The event raises questions about automotive marketing and safety in heritage zones.

Short summary: Automaker Chery attempted to recreate the sensational 2018 stunt where a Range Rover scaled the 999-step staircase, but the Chinese SUV lost traction and incurred damage to the guardrail at Tianmen Mountain, prompting an official apology and promises to repair the site.

What exactly happened during the stunt

The main keyword “SUV Stairway to Heaven stunt” anchors the incident. Chery’s new Fengyun X3L SUV was positioned as part of a high-visibility marketing event in Zhangjiajie, Hunan Province. The vehicle began climbing the stone staircase—reportedly nearly 300 metres long with 999 steps and steep inclines of up to 45 degrees. Mid-way through the ascent the SUV lost power, slid backwards, and crashed into a metal guardrail at the edge of the landmark stairway. According to Chery’s statement, a safety rope’s anchor point detached, the rope looped around the right rear wheel, power output was blocked and the vehicle slid. While no injuries were reported and the natural environment was not apparently harmed, the damage to the guardrail and the spectacle created public and regulatory scrutiny.

The heritage site and marketing context

Under the secondary keyword “Tianmen Mountain marketing stunt”, the stairway used is an iconic tourist route leading to Tianmen Cave and dubbed “Stairway to Heaven”. The landmark was famously climbed by a Range Rover in 2018 in a widely-publicised stunt. This time the attempt by Chery attracted attention because marketing campaigns for automotive brands often rely on dramatic feats to showcase off-road capability. Critics argue that using a public scenic site with historical importance for such a stunt raises ethical and environmental concerns. The fact that the event resulted in structural damage added fuel to the debate.

Why the failure matters for automotive marketing and safety

With the secondary keyword “automotive stunt failure implications”, the incident has broader implications. Marketing stunts that push vehicles to extreme limits in public or heritage settings carry risks—engineering, safety, reputational and regulatory. For Chery, the failure undermines the marketing narrative of capability and raises questions about test planning and risk mitigation. The automaker has publicly acknowledged “insufficient assessment of potential risks” in the planning and execution of the test. NDTV+1 For the broader automotive industry, it emphasises the reputational cost of high-visibility marketing when execution fails, especially in sensitive locations.

Reaction from authorities and brand response

Under the secondary keyword “Chery apology marketing stunt”, Chery issued an apology through its official channels. The company said it would fully repair the damaged guardrail, assume compensation responsibilities, and review its safety protocols for future tests. Park authorities at Tianmen Mountain noted that the stairway was closed to tourists for the specific stunt days to allow the test. Some social media users criticised the decision to block a public tourist route for an automotive marketing event. The incident prompted discussion in China about the appropriateness of commercial film or brand stunts in nationally significant scenic areas.

What this means for global audiences and heritage site protection

Using the secondary keyword “heritage site commercial use risk”, this event signals a few key points: global brands that seek dramatic stunts must balance spectacle with responsible site usage, especially at heritage or protected locations. Tourists, regulators and local advertising scrutiny are heightened when damage occurs. Furthermore, the virality of the failure—video clips of the SUV sliding backwards widely shared online—means the brand’s message may backfire, reaching global audiences as an engineering or planning embarrassment rather than capability proof. For automakers and marketers globally, the lesson is that authenticity, safety and respect for location matter as much as spectacle.

Takeaways

• The Chery SUV attempt at Tianmen Mountain’s “Stairway to Heaven” ended in failure when the vehicle slid backwards and damaged a guardrail.
• Heritage-site use for marketing stunts can backfire when engineering, planning or location risks are underestimated.
• Chery’s public apology and commitment to repair with full responsibility highlight the reputational stakes for brand failures in public, viral contexts.
• For global automotive marketing, the incident underscores the need for risk mitigation, ethical site use and robust engineering proof before public stunts.

FAQ
Q1: How steep and challenging is the “Stairway to Heaven” at Tianmen Mountain?
The staircase consists of 999 steps, has gradients of up to 45 degrees, and is nearly 300 metres long vertically. It is considered extremely challenging even for off-road vehicles.
Q2: Did anyone get injured in this stunt failure?
No injuries were reported. The automaker stated the vehicle crew and tourists were safe, and there was no major environmental damage.
Q3: Why did Chery attempt this stunt in the first place?
Chery aimed to replicate the high-visibility marketing success of the Range Rover stunt in 2018 and showcase its Fengyun X3L model’s off-road capability in a dramatic setting.
Q4: What are the broader implications for brand testing in tourist or heritage locations?
Brands must consider engineering reliability, site permissions, environmental impact, public perception and reputational risk. Failures in such settings often attract global social media attention and regulatory scrutiny.