奇瑞开车上山“玩砸了”，“输了路虎又输人”

Core Viewpoint - Chery's recent marketing stunt, intended to showcase the performance of its Fengyun X3L model by challenging the Tianmen Mountain, ended in failure, leading to a brand crisis and raising concerns about the company's risk management and operational capabilities [4][10][31]. Marketing Challenge and Brand Image - The Tianmen Mountain challenge was initially designed to replicate Land Rover's successful marketing campaign from 2018, which highlighted its vehicle's capabilities [16][19]. - The failure of the challenge not only resulted in financial losses but also damaged the product image of Fengyun X3L, which was marketed as a high-performance vehicle [11][23]. - Chery's quick apology following the incident indicates a recognition of the issue, but it also suggests an attempt to mitigate negative publicity [6][14]. Financial and Operational Implications - The incident has raised concerns in the capital markets regarding Chery's governance and risk management practices, which could affect investor confidence [14][27]. - The total costs associated with the incident, including potential compensation and damage to brand reputation, are difficult to estimate but are expected to be significant [13][24]. Risk Management and Governance - The failure of the safety measures during the challenge highlights serious shortcomings in Chery's operational execution and risk management [25][26]. - Chery's acknowledgment of insufficient risk assessment and detail management points to systemic issues within the company's governance structure [26][28]. Environmental and Social Responsibility - The challenge raised questions about the appropriateness of conducting high-risk marketing activities in protected natural areas, emphasizing the need for a balance between commercial interests and environmental conservation [30][31]. - The incident serves as a reminder that a company's reputation should be built on reliable product performance and social responsibility rather than risky marketing stunts [30][31].