Core Viewpoint - A recent incident involving a Chery vehicle sliding and crashing into a guardrail while attempting to climb the Tianmen Mountain escalator has sparked significant public discussion, raising concerns about the appropriateness of high-risk commercial tests in public scenic areas [2][6]. Group 1: Incident Details - A video showing a yellow Chery Fengyun X3L losing control and crashing into a guardrail while climbing the Tianmen Mountain escalator has gone viral [2]. - The incident resulted in damage to some scenic area structures, and the escalator was closed for two hours following the event [2]. - Fortunately, there were no injuries reported, and there was no damage to the natural environment [6]. Group 2: Company Response - Chery Automobile issued an apology, stating that the direct cause of the accident was the unexpected detachment of a safety protection rope's fixed point, which led to the vehicle sliding and hitting the guardrail [6]. - The company acknowledged insufficient risk assessment and oversight of details, promising to fully repair the damages and take responsibility for compensation [6]. Group 3: Public and Industry Reaction - The marketing activity was intended to replicate Land Rover's 2018 challenge of the escalator, but it has faced criticism regarding the reasonableness of conducting high-risk tests in a public scenic area [6]. - Tianmen Mountain, as a national 5A scenic area, holds multiple values including ecological protection and cultural heritage, suggesting that public interest should take precedence [6]. - Critics argue that the test's relevance is limited, as the target users of the urban SUV are more concerned with fuel efficiency, space, and smart features rather than extreme climbing capabilities [6].

Core Viewpoint - The incident involving Chery's Fengyun X3L during an extreme challenge test at Tianmen Mountain has raised significant public concern and scrutiny regarding the vehicle's safety and the company's marketing strategies [2][4][5]. Group 1: Incident Details - On November 12, 2025, the Fengyun X3L experienced a malfunction during a challenge test, resulting in the vehicle sliding backward and damaging several guardrails [2][3]. - The preliminary investigation indicated that the incident was caused by the unexpected detachment of a safety harness, which led to the vehicle's loss of control [4]. - Fortunately, no injuries were reported, and the damage was limited to the guardrails [3][4]. Group 2: Company Response - Chery issued an apology to the Tianmen Mountain scenic area, visitors, and partners, acknowledging the oversight in risk assessment and execution of the test [4]. - The company committed to repairing the damaged infrastructure and taking full responsibility for the incident [4]. Group 3: Sales and Market Performance - As of October 2025, the total sales of the Fengyun X3L reached 2,095 units, averaging less than 50 units sold per day [2][7]. - Chery Group reported a record annual sales figure of 2.6039 million vehicles in 2024, with a notable increase in exports [5]. - In October 2025, Chery sold 281,200 vehicles, marking a 3.3% year-on-year increase, with electric vehicle sales showing a significant growth of 54.7% [5]. Group 4: Vehicle Specifications and Market Position - The Fengyun X3L is a compact SUV launched on September 17, 2025, with a price range of 109,900 to 149,900 yuan [6]. - The vehicle is positioned as a "high-energy fashionable outdoor box," indicating a focus on performance and outdoor capability [6]. Group 5: Industry Insights - Automotive analysts suggest that the extreme testing conditions do not accurately reflect the vehicle's performance in everyday scenarios, emphasizing the importance of fuel efficiency and comfort in regular use [8]. - There are indications that Chery may have modified the Fengyun X3L for the challenge, which could misrepresent the vehicle's standard performance [7][8].

高水准的营销，从不是造概念、造噱头，更不是用力过猛的极端表演，而是真诚对话、坦诚沟通，润物 细无声地为品牌夯实安全根基、注入文化内涵、提升审美价值，把品牌塑造得更有创新活力、人文底 蕴、情感温度。 奇瑞汽车一封致歉信把自己送上热搜。据报道，11月12日，一辆奇瑞风云X3L在湖南张家界天门山景 区"天梯"上进行爬台阶挑战，结果从台阶上溜下，撞坏部分护栏。有网友称"连夜道歉，态度还是可以 的"，但不明白"开车爬楼梯的意义是什么"。 公开资料显示，天门山景区"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。不少人认为，天门山"天梯"作为5A级景区的标志性景观，其设计初衷是让人走的，不应成 为"开车爬楼梯"式营销的"试验场"。 随着汽车市场竞争白热化，车企营销也越来越卷。"不极端不营销"，现在车企营销早已不再满足于跑赛 车场，不满足于普通的参数测试，而是要找极端场景，制造话题，路子越来越"野"。"遥遥领先，反复 洗脑；大字吸睛，小字免责；饥饿营销，订单注水；不抢就没，周榜内卷。"北京现代副总经理周斌 用"4组词32个字"，不点名地批评了当前汽车行业的各种营销乱象。 不可否认，营销对 ...

Core Viewpoint - Chery Automobile's recent marketing stunt, intended to showcase the capabilities of the Fengyun X3L, ended in failure when the vehicle lost control during a challenge at Tianmen Mountain, leading to a public apology and a need for crisis management [1][5][6] Marketing Strategy - The marketing event aimed to replicate a successful challenge previously achieved by a luxury SUV, positioning the Fengyun X3L as a budget-friendly alternative with high off-road capabilities [6][8] - Chery's promotional focus on extreme off-road performance was misaligned with the actual needs of its target audience, which primarily consists of urban families and first-time car buyers who prioritize practicality over extreme capabilities [8][10] Consumer Insights - The challenge's extreme nature did not resonate with the majority of consumers, who are more concerned with everyday usability, such as electric range and fuel efficiency, rather than off-road prowess [8][10] - The disconnect between the marketing message and consumer needs highlights a trend of "self-indulgent marketing" that fails to address real user concerns [10][11] Industry Trends - The automotive industry is experiencing increased pressure to differentiate through innovative marketing strategies due to market saturation and consumer information overload [14][15] - Many companies are resorting to extreme marketing tactics in an attempt to gain attention, often at the expense of conveying genuine product value [14][15] Successful Marketing Examples - In contrast, NIO's ES8 successfully focused on practical features that address family needs, leading to strong sales performance by aligning marketing with consumer expectations [15][18] - Effective marketing should connect product value with consumer needs, reinforcing brand trust and loyalty [19][24]

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].

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 Viewpoint - Chery Automobile faced backlash after a failed stunt test at Zhangjiajie Tianmen Mountain, where a Chery Fengyun X3L slid down steps and damaged guardrails, raising public concerns about safety and the appropriateness of using a public scenic area for such tests [1][3]. Group 1: Incident Details - The incident occurred on November 12, when a video showed the Chery Fengyun X3L sliding down the steep and slippery steps of Tianmen Mountain, which is known for its challenging conditions [1][3]. - The test was intended to showcase the vehicle's capabilities in extreme conditions, but it resulted in damage to public property and dissatisfaction among tourists who felt the area was being misused [1][3]. Group 2: Company Response - In response to public criticism, Chery issued an apology, acknowledging insufficient risk assessment and oversight during the planning and execution of the test, and committed to repairing the damage and addressing public concerns [3][4]. Group 3: Industry Implications - The incident highlights a trend in the automotive industry where companies are increasingly resorting to extreme marketing tactics to capture attention, often at the expense of professionalism and safety [4][5]. - The reliance on sensationalized testing scenarios can mislead the public and create safety risks, emphasizing the need for a balance between creative marketing and adherence to safety standards [4][5]. - The event serves as a reminder that brand value is derived from professionalism and reliability rather than merely generating buzz through extreme stunts [5].

2025年11月12日，奇瑞风云X3L在湖南张家界天门山景区"天梯"攀爬挑战时溜车，13日凌晨，奇瑞汽车 发布致歉声明，表示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，防护绳缠绕右侧 车轮，动力输出受阻，导致车辆下滑撞击护栏。#奇瑞#天门山溜车#风云X3L ...

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].