Core Viewpoint - Chery Automobile's recent marketing stunt of driving a vehicle up the Tianmen Mountain steps backfired, leading to public backlash and a decline in stock price, highlighting the importance of safety and risk assessment in automotive branding [1][3]. Company Performance - Chery successfully listed on the Hong Kong Stock Exchange on September 25, achieving a market capitalization exceeding HKD 170 billion [3]. - The company attracted significant backing from 13 cornerstone investors during its IPO, indicating confidence in its commitment to stable growth [3]. Stock Market Reaction - Following the Tianmen Mountain incident, Chery's stock price fell over 3%, dipping below its IPO price of HKD 30.75, raising concerns among investors [3][4]. Corporate Culture and Investor Trust - The incident may not fully represent Chery's corporate culture, but it has affected public perception and investor confidence, necessitating efforts to rebuild trust [4]. - The importance of corporate culture, as emphasized by notable investors, suggests that incidents like this can significantly impact investment decisions [3].

新浪科技讯 11月13日下午消息，11月12日，有多名网友发布视频显示，湖南张家界天门山国家森林公 园景区，一辆汽车在"天梯"上进行爬台阶挑战，结果却从台阶上溜下，还撞坏了天梯护栏。 昨日深夜，奇瑞汽车发布致歉声明。奇瑞汽车表示，经初步调查核实，此事故的直接原因是，测试装置 的安全防护绳固定点卸扣意外脱落，进而导致防护绳缠绕右侧车轮，动力输出受阻，车辆下滑撞击护 栏。并表示，对于此次测试造成的天门山场地损失，承诺全力修复并承担赔偿责任。 对此，《BUG》栏目致电天门山国家森林公园，景区工作人员回应称："天梯线路今天已经正常开 放。"关于此前被奇瑞汽车撞坏的护栏，对方表示："已经做好了安全措施。"至于为何奇瑞新车能够开 上天门山？上述工作人员解释称："这是我们公司与车企合作的一次天梯挑战活动，今天已经不影响游 客正常游览了。" 责任编辑：何俊熹 公开资料显示，天门山"天梯"全长近300米，垂直落差150米，共有999级台阶，是通往天门洞的主要途 径。有网友认为，"把价格打下来，把质量做好，没有多少人开车去爬楼梯，消费者要的不是这种。"还 有网友质疑，"奇瑞做这个测试和之前始祖鸟炸山不是差不多么？" ...

对此消息，新浪科技向奇瑞汽车进行求证，截至发稿对方暂未回应。 责任编辑：何俊熹 对此，奇瑞汽车发布致歉声明。奇瑞汽车表示，经初步调查核实，此事故的直接原因是，测试装置的安 全防护绳固定点卸扣意外脱落，进而导致防护绳缠绕右侧车轮，动力输出受阻，车辆下滑撞击护栏。并 表示，对于此次测试造成的天门山场地损失，承诺全力修复并承担赔偿责任。 值得注意的是，奇瑞汽车发布道歉声明同日，有网友在社交媒体上爆料称，奇瑞国际事业部近日发布新 通知，要求员工上班期间着商务正装，请勿着卫衣、帽衫、宽松牛仔裤、休闲裤、功能性运动鞋等非正 式着装进入公司。此外，还要求员工进行早锻炼，每天早晨8：15到达楼下操场进行早锻炼，未按时到 达者视为迟到。 新浪科技讯 11月13日下午消息，11月12日，有多名网友发布视频显示，湖南张家界天门山国家森林公 园景区，一辆汽车在"天梯"上进行爬台阶挑战，结果却从台阶上溜下，还撞坏了天梯护栏。 ...

Core Viewpoint - Chery Automobile's recent marketing stunt of driving a vehicle up the Tianmen Mountain steps backfired, leading to public backlash and a decline in stock price, highlighting the importance of safety and risk assessment in automotive branding [1][3]. Company Performance - Chery successfully listed on the Hong Kong Stock Exchange on September 25, achieving a market capitalization exceeding HKD 170 billion, with backing from 13 cornerstone investors during its IPO [3]. - Following the Tianmen Mountain incident, Chery's stock price fell over 3%, dipping below its IPO price of HKD 30.75, raising concerns among investors [3][4]. Corporate Responsibility - The incident has sparked discussions about corporate culture and responsibility, with the company acknowledging a lack of risk assessment in their marketing approach [1][4]. - Chery has committed to repairing the damage caused by the incident and compensating for the losses incurred at the Tianmen Mountain site, indicating a willingness to address the fallout [4].

Core Viewpoint - Chery Automobile Co., Ltd. issued an apology following an incident during a vehicle testing event at Tianmen Mountain, which raised significant public concern [1][3]. Company Response - The company expressed sincere apologies to the Tianmen Mountain scenic area, visitors, partners, and all concerned parties. The incident was attributed to the unexpected detachment of a safety harness, which caused the vehicle to slide and collide with a guardrail, resulting in damage but no injuries [3]. Incident Details - The testing event involved the Chery Fengyun X3L model, which took place on a challenging section known as the "Tianmen Ladder," characterized by a vertical drop of 150 meters and steep, slippery steps [4]. - The "Tianmen Ladder" spans nearly 300 meters and consists of 999 steps, serving as a primary access route to Tianmen Cave. The testing led to the temporary closure of this area to visitors, impacting their experience [3][4]. Public Reaction - There was public backlash regarding the decision to conduct vehicle testing on a tourist pathway, with concerns about the impact on visitor experience and damage to the scenic area [3].

Core Points - Chery's Fengyun X3L faced an incident during a challenge test at Zhangjiajie Tianmen Mountain, leading to damage of safety railings and public concern [2][3] - The event was part of a promotional activity organized by the automotive brand, which did not require approval from the local cultural and tourism department [2] - An apology was issued by Chery, acknowledging the incident and expressing regret to the scenic area, visitors, and partners [2] Group 1 - The incident occurred on November 12, 2025, when the vehicle's safety harness unexpectedly malfunctioned, causing it to slide and hit the railings [3] - Fortunately, there were no injuries reported, and the natural environment remained unharmed [3] - The local tourism bureau confirmed that the scenic area was reopened for visitors, although the damaged railings had yet to be repaired [2]

Core Points - Chery Automobile experienced an incident during an extreme challenge test of the Fengyun X3L at Tianmen Mountain, which led to the interruption of the test due to a safety equipment failure [2][3] - The company acknowledged insufficient risk assessment and oversight in planning and executing the test, particularly regarding public safety concerns [2] - Chery expressed deep apologies for the damage caused to the Tianmen Mountain site and committed to full restoration and compensation responsibilities [2][3] Incident Details - The incident occurred on November 12, when the safety protective rope's fixing point unexpectedly detached, causing the rope to entangle the right wheel, leading to the vehicle sliding and hitting a guardrail [2] - Fortunately, there were no injuries or environmental damage reported as a result of the incident [2] Company Response - Chery issued an apology statement and promised to handle all follow-up actions related to the incident [3] - The company emphasized its commitment to improving safety measures and risk management in future tests [2] Background Context - Prior to the incident, Chery's executive vice president had mentioned plans to challenge the 999 steps of Tianmen Mountain with the X3L, indicating confidence in the vehicle's capabilities [4] - The test was initially paused due to adverse weather conditions, which raised concerns about safety and visitor experience [4]

Core Points - Chery Automobile issued an apology regarding an incident during a challenging test of the Fengyun X3L vehicle at Tianmen Mountain, Hunan, which occurred on November 12, leading to widespread attention [1][2] - The incident was caused by the unexpected detachment of a safety harness, resulting in the vehicle sliding down and damaging the scenic area’s guardrail, although no injuries or environmental damage occurred [2] - Chery Automobile acknowledged shortcomings in risk assessment and detail management during the test planning and execution, particularly regarding public concerns in a scenic area [2] Company Information - The Fengyun X3L was launched on September 17, with a starting price of 109,900 yuan [2] - The Tianmen Mountain "Sky Ladder" is a 300-meter long path with a vertical drop of 150 meters and an average slope of 45 degrees, consisting of 999 steps [2] Industry Context - The incident highlights the potential risks associated with conducting vehicle tests in public and scenic areas, raising questions about safety protocols and public perception [2][3] - The response from Chery Automobile indicates a commitment to addressing damages and improving safety measures in future tests [2]

Core Viewpoint - Chery Automobile faced a significant incident during an extreme challenge test of its model, the Fengyun X3L, at the Tianmen Mountain scenic area, leading to a public apology and acknowledgment of planning and execution shortcomings [4][5]. Group 1: Incident Details - On November 12, a video showed the Fengyun X3L sliding down the steps of the Tianmen Mountain "Tian Ladder," which is known for its challenging conditions, including a vertical drop of 150 meters and 999 steps [4]. - The test was conducted in a public area, which raised concerns among the public, and the site was closed to tourists during the event [4][5]. - The incident was caused by the unexpected detachment of a safety harness, leading to the vehicle sliding and damaging some guardrails, although no injuries or environmental damage occurred [4]. Group 2: Company Response - Chery Automobile issued an apology on social media, expressing regret to the Tianmen Mountain scenic area, visitors, partners, and the public for the incident [4][5]. - The company acknowledged its failure to adequately assess potential risks and manage details during the planning and execution of the test [5]. - Chery committed to repairing the damage caused and taking responsibility for the incident, emphasizing the importance of learning from this experience to improve future operations [5].

Core Viewpoint - Chery Automobile faced a significant incident during a promotional vehicle test at Tianmen Mountain, leading to public concern and damage to the site, prompting an apology and commitment to repair [2][4][10] Group 1: Incident Details - On November 12, 2025, a Chery vehicle, the Fengyun X3L, experienced a malfunction during a challenging test at Tianmen Mountain, resulting in the vehicle sliding down steps and damaging safety railings [2][4] - The incident was attributed to the unexpected detachment of a safety harness, which caused the vehicle to lose control and collide with the railings, although no injuries were reported [2][4] - The test was conducted in a public area, raising concerns about the impact on visitors and the environment, which the company acknowledged in their apology [2][4][10] Group 2: Company Response - Chery Automobile issued a formal apology to the Tianmen Mountain scenic area, visitors, and partners, expressing regret for the incident and the disruption it caused [2][10] - The company committed to repairing the damage caused during the test and taking responsibility for the incident, emphasizing the need for better risk assessment and planning in future events [2][10] - The incident sparked widespread discussion online, highlighting the potential misuse of public resources for promotional activities [2][10] Group 3: Context of the Test - The Tianmen Mountain "Sky Ladder" is known for its challenging conditions, including a vertical drop of 150 meters and steep, slippery steps, making it a difficult test for vehicles [8][9] - The Fengyun X3L, launched on September 17, 2025, was specifically designed to handle tough terrains, but the test's location and conditions proved to be problematic [8][9] - The event was part of a collaboration between Chery and the scenic area, which temporarily restricted access to the steps for tourists during the testing period [5][10]