Chery Apologizes After Botched Marketing Stunt at Tianmen Mountain

Chinese automaker Chery Automobile today issued an apology after a marketing stunt went awry at the iconic Tianmen Mountain in Zhangjiajie and damaged part of the ancient guardrail yesterday.

The incident took place around noon yesterday, when Chery's Fengyun X3L SUV was performing an extreme performance test on the mountain's iconic Stairway to Heaven. The test was abruptly halted after a safety device malfunctioned, causing the vehicle to slide backward and collide with a guardrail.

No injuries or environmental damage were reported, the automaker said in a statement today, promising it will repair the damaged guardrails.

A preliminary investigation found that the safety rope's shackle had unexpectedly detached from its anchor point, causing the rope to wrap around the vehicle's right wheel and block power output.

Chery admitted that the mishap exposed flaws in its risk assessment and execution.

The company also acknowledged public concern over conducting a marketing test in such a scenic and ecologically sensitive area.

Located in Zhangjiajie, Tianmen Mountain is a national 5A-rated tourist attraction spanning 96 square kilometers. It is best known for its natural arch, Tianmen, or "Heaven's Gate."

The accident occurred at the mountain's landmark Stairway to Heaven, a 999-step stone staircase leading to the arch — long revered as a sacred site for prayer and blessings.

The incident has reignited online debate over the balance between marketing spectacle and environmental protection. Some netizens compared it to artist Cai Guoqiang's controversial fireworks show in Xizang's Shigatse in September, arguing that commercial or artistic stunts should never come at the cost of natural or cultural heritage.