When recreating a famous SUV stunt in China goes wrong

Marketing stunts can be thrilling, but they also come with risks, as demonstrated by Chery Automobile's recent endeavor. The company aimed to showcase its new electric SUV, the Fulwin X3L, by mimicking a famous stunt performed by Land Rover back in 2018. That year, a Range Rover Sport conquered the daunting 'Stairway to Heaven' at Tianmen Mountain, an impressive feat that showcased both the vehicle's capabilities and the skill of Chinese driver Ho-Pin Tung. Inspired by this jaw-dropping display, Chery sought to prove that its Fulwin X3L could handle extreme conditions too. Priced between $16,500 and $22,000 in China, the SUV boasts a plug-in hybrid engine, rugged design, and a host of off-road features, including a unique tank turn capability. However, in a disappointing turn of events, a safety line became detached during the stunt. This malfunction caused the Fulwin to slide backwards, resulting in damage to some safety railings. Acknowledging the gravity of the situation, Chery released a statement addressing the incident. They admitted to a lack of thorough risk assessment and control measures during the stunt, and expressed their regret for the mishap. The company has committed to covering the costs associated with the damage, as reported by CarNews China. This incident serves as a reminder of the fine line between daring marketing and safety.