Chinese Car Maker’s SUV Crashes During Failed Tianmen Mountain Stunt Attempt

A Viral Challenge Gone Wrong at the “Heaven’s Gate”

A dramatic stunt attempt at China’s iconic Tianmen Mountain turned into chaos after a Chinese car manufacturer’s SUV crashed through a guardrail while trying to recreate a viral Range Rover challenge. The incident, which unfolded in November 2025, shocked onlookers and quickly ignited criticism across Chinese social media.

The stunt was intended to showcase the SUV’s climbing power and stability on the legendary 99-bend road leading to the Tianmen Mountain “Heaven’s Gate” — a location made famous after Range Rover’s highly publicized 2018 climb. But this time, things didn’t go as planned.

SUV Loses Control and Breaks Through Guardrail

According to local authorities, the SUV began losing traction near a steep section of the winding road. The driver attempted to correct the vehicle, but it slid sideways, crashing through a protective guardrail. Luckily, the SUV came to a stop before plunging down the mountainside.

Miraculously, no injuries were reported. However, the crash left significant damage to the guardrail structure and scraped part of the mountainside, sparking concerns over preserving the historic tourist site.

Public Outrage Over “Reckless Marketing”

The failed stunt drew immediate backlash online. Many criticized the automaker for taking unnecessary risks at a fragile cultural landmark.

Netizens called the attempt:

• “Irresponsible publicity,”
• “A disaster waiting to happen,”
• “A disrespectful act toward a national heritage site.”

Environmentalists and heritage protection groups also weighed in, arguing that commercial stunts should never compromise safety or damage protected scenic areas.

Authorities Expected to Tighten Restrictions

Local officials at Zhangjiajie National Park confirmed an investigation is underway. Early discussions reportedly include stricter guidelines — or even a full ban — on high-risk promotional activities in the Tianmen Mountain region.

The site attracts millions of tourists every year, and experts warn that frequent commercial stunts could endanger both visitors and the delicate terrain.

Automaker Issues Statement, Faces Potential Penalties

The unnamed Chinese automaker has issued an apology, calling the incident “unintended and deeply regrettable.” The company stated that safety protocols were followed but admitted that unexpected conditions contributed to the crash.

They may still face penalties for:

• Safety violations
• Damage to protected property
• Unauthorized risky activities

Industry analysts say the controversy could harm the brand’s reputation at a time when domestic automakers are competing fiercely for global recognition.

A Reminder That Not All Stunts Should Be Repeated

The Tianmen Mountain climb has become a symbolic challenge for automakers seeking viral marketing moments. But as this incident shows, not every attempt ends in glory — and some stunts simply carry too much risk.

The crash has reignited debate about whether brands should prioritize social media buzz over public safety and cultural preservation.