Marketing campaigns that involve daring stunts near iconic landmarks can backfire unexpectedly. This lesson became clear after Chery Automobile’s recent attempt to emulate a famous off-road feat ended in embarrassment.

In 2018, Land Rover and racing driver Ho-Pin Tung made headlines by driving a Range Rover Sport up the 999 steps of China’s Tianmen Mountain, known as the “Stairway to Heaven.” This challenging ascent, with slopes reaching 60 degrees, showcased the vehicle’s off-road prowess and drew global admiration. However, such risky displays can easily go wrong, as a similar stunt by another automaker demonstrated.

Chery, a long-standing partner of Jaguar Land Rover and set to acquire the Freelander brand next year, recently launched its all-electric Fulwin X3L SUV in China. Priced between $16,500 and $22,000, it boasts a plug-in hybrid engine, rugged design, and advanced off-road features like tank turns. But during a promotional stunt intended to highlight its capabilities, the SUV slid backwards into railings, damaging its reputation and raising questions about safety and professionalism in marketing.

Experts emphasize that reckless stunts can undermine brand credibility and pose safety risks. As automotive marketing evolves, brands should prioritize responsible promotion that emphasizes product quality over sensationalism.

David Nield

Dave is a freelance tech journalist with over 20 years covering gadgets, apps, and the web. From Stockport, England, he covers news, features, and reviews for TechRadar, focusing on phones, tablets, and wearables. He ensures top weekend breaking news and has bylines at Gizmodo, T3, PopSci, and others. He edited PC Explorer and The Hardware Handbook for years. Read me on x.com or linkedin.