Be careful with your marketing stunts around national landmarks. That should be the take-home message from Chery Automobile’s recent attempt to measure itself up against Land Rover, an attempt that went sadly wrong.
In 2018, Land Rover and Chinese racing driver Ho-Pin Tung drove a Range Rover Sport up the 999 steps that make up the “Stairway to Heaven” that climb China’s Tianmen mountain. It was a dazzling stunt, for driving up a staircase that ranges between 45–60 degrees is no simple task, and one that’s certain to have left an impression with any acrophobics out there.
A screenshot of the attempt gone wrong.
Credit:
Youtube
Chery certainly remembered it. The brand—which in fact is a long-time collaborator with Jaguar Land Rover and next year even takes over the Freelander brand from the British marque—has a new electric SUV called the Fulwin X3L and decided that it, too, was made of the right stuff. The SUV, which costs between $16,500–$22,000 in China, features a plug-in hybrid powertrain, boxy looks, and a whole bunch of off-roading features, including the ability to do tank turns.
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