A stunt at Heaven’s Gate backfired and forced the company to apologize
- Chery’s Fulwin X3L has suffered an embarrassing setback at Heaven’s Gate.
- A safety rope got wrapped around a front wheel, causing a loss of power.
- SUV skidded down a railing and ended up breaking a fence at the landmark.
In 2018, the Range Rover Sport became the first SUV to climb the 999 steps leading to China’s Heaven’s Gate. The feat was part of a larger Dragon Road challenge and it was a huge marketing coup for Land Rover.
Chinese automakers took notice and decided why just copy Land Rover designs, when you can steal their marketing playbook as well. Unfortunately for Chery, this backfired spectacularly.
More: Chery Couldn’t Afford A Defender So It Made Its Own For $16K
As you can see in the video, the Defender-esque Fulwin X3L got about three quarters of the way up the massive staircase when a loud pop can be heard. A black component falls off the SUV, which loses control and steers to the right. The vehicle then loses momentum, stops, and begins rolling backwards.
It appears to scrape along a railing, before hitting and knocking down a fence. The vehicle then sputters around for a bit, before the clip ends.
Needless to say, the incident was a huge embarrassment and Chery took to Weibo to apologize for the marketing fail. In a statement, they said the “extreme challenge test” was conducted on November 12, but was “interrupted due to an unexpected incident, which has attracted widespread attention.”
The company went on to say a preliminary investigation has revealed a safety rope detached and became entangled on the SUV’s right wheel. This caused a loss of power, which ultimately lead to the vehicle colliding with the guardrail and destroying the fence.
Chery said the failure exposed oversights and insufficient risk assessments. They went on to sincerely apologize for the damage and promised to “do our utmost” to make repairs and pay compensation. The company also apologized to tourists and members of the public.
An Interesting SUV Nonetheless
The Fulwin X3L starts at $15,451 (¥109,900) and features a range-extended powertrain that consists of a 1.5-liter engine, a 33.7 kWh battery pack, and a rear- or dual-motor all-wheel drive system.
The latter variant has a combined output of 422 hp (315 kW / 428 PS) and 372 lb-ft (505 Nm) of torque. The all-wheel drive model also has an electric-only range of 127 miles (205 km) and an overall range of 671 miles (1,080 km).
While the powertrain is interesting, Chery is particularly proud of its off-road capability and this likely explains why they were replicating Land Rover. In the case of the X3L, the model has 8.9 inches (225 mm) of ground clearance as well as approach and departure angles of 22° and 30°.
Other highlights include a tank turn function, 21-inch wheels, and an assortment of off-road driving modes.
