奇瑞高管“顶峰相见”成笑话，天门山景区再回应挑战失败

Core Viewpoint - The incident involving Chery Automobile's vehicle testing at Tianmen Mountain has raised significant concerns regarding the appropriateness of conducting extreme vehicle tests in public tourist areas, highlighting potential risks to public safety and the company's brand image [4][21][24]. Group 1: Incident Overview - On November 12, a vehicle from Chery Automobile attempted to climb the "Heavenly Ladder" at Tianmen Mountain but slid down and damaged the guardrail [5][7]. - The "Heavenly Ladder" consists of 999 steps, with a vertical drop of 150 meters, and is a popular route to Tianmen Cave [4][5]. - Chery issued an apology, stating that the incident was caused by a malfunction in the safety equipment, which led to the vehicle sliding and hitting the guardrail [8][12]. Group 2: Company Response and Impact - Chery committed to repairing the damage caused during the testing and taking full responsibility for the incident [8][12]. - The Tianmen Mountain scenic area confirmed that the site was reopened for visitors shortly after the incident, indicating that safety measures were in place [8][12]. - The incident has drawn comparisons to a previous successful vehicle challenge at the same location by Land Rover in 2018, raising questions about Chery's decision to conduct such a test in a public area [9][21]. Group 3: Marketing Strategy and Criticism - Experts suggest that Chery's choice to conduct the test at a well-known tourist site was aimed at maximizing marketing exposure, but the execution was deemed inappropriate and potentially harmful [21][22]. - The incident has sparked discussions about the balance between aggressive marketing strategies and public safety, with calls for car manufacturers to avoid extreme tests in public spaces [21][24]. - The negative outcome of the test has been viewed as a failure in Chery's marketing approach, potentially damaging its brand reputation [22][24]. Group 4: Company Performance and Challenges - Chery has reported significant growth, with revenue exceeding 200 billion yuan and a net profit increase of 28% in the first three quarters of the year [12][14]. - Despite this growth, the company faces numerous consumer complaints regarding product quality and service, with 2,899 complaints reported on the Black Cat Complaints platform [14][23]. - Internal challenges include a lack of experience in extreme vehicle testing and pressure to accelerate product development cycles, which may compromise quality [23][24].