Chery SUV Fails Range Rover Stunt: Watch the Viral Debacle!

That’s Embarrassing: Chery SUV Fails Range Rover Stunt Spectularly!

In the world of automotive marketing, a high-stakes public stunt can either build a legend or become a viral joke. Unfortunately for Chinese automaker Chery, it just experienced the second one. In a disastrous attempt to replicate Land Rover’s iconic 2018 “Dragon Challenge,” the new Chery SUV fails Range Rover stunt in the most public and embarrassing way possible, and the footage is cringeworthy.

So, what exactly went wrong on China’s most famous staircase, and why is this a PR nightmare for the brand?

What’s New: A Botched Climb and a National Talking Point

The plan was bold: have the new Chery Fulwin X3L, a plug-in hybrid SUV, climb Tianmen Mountain’s “Heavenly Ladder.” This is the same terrifying 999-step, 45-degree staircase that a Range Rover Sport PHEV famously conquered in 2018, creating one of the most memorable car ads in recent history.

On November 12, Chery’s attempt went horribly wrong.

Videos circulating on social media show the Fulwin X3L losing traction part-way up the ascent. The SUV then slides helplessly backward down the steep stone steps before striking a stone handrail, where it remained stuck. The entire route, a massive tourist attraction, had to be shut down for nearly two hours while recovery crews worked to remove the stranded vehicle.

The Original Stunt vs. The Failed Attempt

In 2018, Land Rover’s stunt was a masterpiece of engineering and marketing, showcasing the all-terrain capability of its hybrid system. Chery’s attempt was clearly meant to send a message: our new SUV is just as capable as a Range Rover.

Instead, the mishap instantly became a national talking point, overshadowing any intended message of capability. The visual of the stranded SUV has become a symbol of a high-profile failure, highlighting the immense risk of such a dramatic public demonstration.

Chery’s Official Excuse: “The Rope Did It!”

Facing a public relations disaster, Chery quickly issued a formal apology. But it wasn’t the car’s fault, they insist.

According to the company, the failure stemmed from the supporting safety rig. Chery claims a shackle on the safety rope detached, causing the rope to become entangled in the vehicle’s wheel. This, they say, effectively cut the drivetrain’s power output, leaving the SUV powerless on the slippery steps. While this may be true, to the public, the visual is simple: the Range Rover did it, and the Chery didn’t.

Expert Analysis: A Good Stunt Gone Wrong

As a journalist, this is a fascinating case study in marketing risk. The Chery SUV fails Range Rover stunt not because the vehicle was necessarily incapable—the Fulwin X3L is a modern plug-in hybrid with an all-wheel-drive system—but because the execution failed.

The margin for error on a stunt like this is zero. The 2018 Range Rover climb was flawless, which is what made it so impressive. This attempt, however, highlights the weakest link. Whether it was the car, the tires, or, as Chery claims, the safety equipment, the result is the same: a failed demonstration.

This incident damages the rugged, “mountain-capable” image Chery was desperately trying to build. In a hyper-competitive market, brands use these spectacles to borrow prestige. Instead, Chery’s very public stumble has generated reputational risk that will be hard to shake.

Conclusion

Chery’s ambition was admirable. They wanted to prove their new Chery SUV fails Range Rover stunt was a false narrative and that they could compete with the legends. Instead, they proved just how difficult these “viral moments” are to execute.

While Chery blames its safety equipment, the damage is done. The internet doesn’t remember the excuse; it just remembers the fail. This will undoubtedly stand as a painful reminder for automakers: if you’re going to challenge a king like Range Rover on its own turf, you absolutely cannot miss.

What do you think? Was this a brave attempt or a foolish mistake? Share your thoughts below!

Also Read – Shocking Report: Mercedes-AMG Noise Regulations May Axe C 63!