A Chinese car manufacturer, Chery, attempted to replicate a famous stunt by driving a vehicle up the 999-step 'Heaven's Ladder' on Tianmen Mountain in China. However, the SUV, a Fulwin X3L, lost traction, began to slide backward, and crashed into a railing. The incident, captured by visitors and quickly going viral, caused concern among organizers and tourists. In an official statement, Chery admitted to insufficient risk assessment, poor preparation, and failed pre-test checks. The company apologized and confirmed it will cover all repair costs for the damaged area. This event highlights the operational, legal, and image risks that brands face when conducting extreme marketing stunts without a full evaluation of the environment.
