A Risky Ascent & A Viral Descent
Back in 2018, Land Rover stunned the world by sending a Range Rover Sport up the 999 steep, unforgiving steps of China’s Tianmen Mountain, a feat that became one of the most iconic automotive stunts ever filmed. Earlier this week, Chinese automaker Chery attempted to recreate that glory with its new Fulwin X3L, a range-extender plug-in hybrid SUV launched earlier this year. But instead of triumph, the attempt spiraled into an embarrassing, widely shared viral moment. As the Fulwin X3L clawed its way up the staircase, it began to wobble, then lose grip, ultimately sliding backwards down the steps before smashing into the ancient stone wall. The footage spread rapidly across social media, turning what was supposed to be a heroic marketing stunt into a public relations stumble.
Power, Torque & Limits Exposed
On paper, the Fulwin X3L should have had the muscle to tackle the climb. With all-wheel drive, dual electric motors producing 422 horsepower & 372 LB-FT of torque, and Chery’s latest torque distribution software, the SUV wasn’t underpowered. Its range-extender hybrid system delivers consistent electrical output, and Chery marketed it as an adventurous, capable family SUV with genuine off-road ability. But Heaven’s Gate is no ordinary climb; the 999 steps rise at a punishing 45-degree angle over 715 feet of stone. As the SUV neared the upper section, traction began to falter. The vehicle started sliding sideways, then backwards, unable to maintain its line or momentum. Before the driver could stabilize the descent, the SUV veered right, crashing into the staircase wall & knocking down centuries-old stone pylons. It was a sobering reminder that even high-powered electrified SUVs have mechanical & physical limits when pushed outside their intended envelope.
Comparing A Legend & A Misstep
Chery’s attempt instantly drew comparisons to Land Rover’s triumphant 2018 climb. The London-built Range Rover Sport that completed the stunt was equipped with a high-performance hybrid powertrain, highly tuned adaptive suspension, and a bespoke traction control map designed specifically for the climb. Even then, the stunt required a professional driver & a closed, heavily prepared environment. The Fulwin X3L, meanwhile, attempted the climb under less controlled conditions, with far less preparation time and a much more mainstream platform. The result exposed the gap between a carefully engineered, multimillion-dollar brand activation and a rushed attempt to emulate it. While Chery hoped to place its SUV in the same league as the Range Rover Sport, the outcome ended up reinforcing the difference between halo-tier engineering & mass-market ambition.
What Went Wrong & Chery’s Response
Chery quickly issued a public apology after the incident, confirming it will pay for the repairs to the damaged wall. According to reports from NFNews.com, the company attributed the failure to a critical safety component malfunction, specifically, an “unexpected detachment of a shackle from the safety rope’s anchor point.” Once detached, the rope reportedly wrapped around the right wheel, severely compromising traction & balance. While that explanation helps frame the failure as a technical mishap rather than a capability deficit, public reaction online suggests most viewers remain skeptical. Yet Chery is not giving up. Insiders claim the company is preparing a second attempt with upgraded all-terrain tires, revised torque distribution programming, and a new pitch-angle monitor integrated into its adaptive suspension. Whether this is determination or desperation remains to be seen, but Chery seems intent on rewriting the narrative.
Why The Stunt Matters For Middle East Buyers
The GCC is one of the world’s strongest SUV markets, and Chinese brands have been rapidly gaining ground in the UAE, Saudi Arabia, Bahrain & Qatar. Chery, Jetour, Omoda, Geely, and GAC are expanding aggressively, offering feature-rich SUVs at competitive prices. Stunts like the Heaven’s Gate climb are more than just viral moments; they’re part of a broader strategy to build brand identity in markets where reputation matters. Range Rover’s original stunt deepened its aura of engineering dominance, especially in off-road-centric regions like the UAE & Oman. Chery hoped to achieve a similar effect, positioning the Fulwin X3L as a rugged electrified SUV capable of tackling extreme environments. Instead, the failed attempt risks reinforcing perceptions that some Chinese SUVs still lag behind their premium global rivals in capability & refinement. That said, the brand’s willingness to publicly acknowledge the failure, repair the damage & attempt the climb again will likely resonate well with GCC buyers who value resilience & continuous improvement. In markets where Chinese SUVs often sell on value, reliability & features, a redemption attempt could still elevate the Fulwin X3L’s profile.
Prices In GCC & Regional Relevance
The Chery Fulwin X3L is expected to retail in the Middle East, once officially introduced, between AED 92,000 & AED 115,000, depending on trim levels & battery options. Its combination of EV-like operation, strong torque, family-friendly space & low running costs makes it appealing for urban use in Dubai, Abu Dhabi & Doha. If Chery completes a second climb, it could further boost the X3L’s status among young buyers and off-road enthusiasts seeking an affordable electrified SUV with adventurous aspirations.
Conclusion
Chery’s failed attempt to scale Heaven’s Gate will be studied for months, not just for its viral entertainment value, but for what it says about modern automotive marketing. The Fulwin X3L had the power, the torque & the engineering potential, but physics & preparation won the day. Yet the story isn’t over. With a renewed attempt reportedly in the works, Chery seems determined to transform a misstep into an opportunity. Whether it succeeds or stumbles again, the Fulwin X3L has already earned a place in the global conversation, not as a Range Rover rival yet, but as a bold, ambitious SUV testing its limits on one of the world’s most dramatic staircases.
