Chinese automaker Chery recently took on the Dragon Challenge, a notorious off-road test that Range Rover famously conquered in a past advertisement. However, unlike Range Rover’s successful run, Chery’s attempt ended in a spectacular failure, underscoring the gap between Chinese brands and luxury off-roaders. This incident, which unfolded on November 14, 2025, has sparked online debates about the disparity between Chery’s engineering capabilities and its marketing ambitions.
The Origins of the Dragon Challenge
The Dragon Challenge is an iconic off-road test that involves steep inclines, rocky terrain, and demands precise vehicle control. It was originally popularized by Land Rover, a brand renowned for its off-road prowess. The challenge is designed to test a vehicle’s traction and suspension systems to their limits, with specific obstacles like a narrow dragon-shaped ramp that requires high ground clearance and torque.
Range Rover, a marque of Land Rover, first showcased the Dragon Challenge in an advertisement, demonstrating the superior capabilities of its vehicles. The ad served to position Range Rover as the benchmark for luxury off-road performance, a reputation that has been reinforced over the years.
Range Rover’s Masterful Execution
Range Rover’s successful execution of the Dragon Challenge was a testament to the brand’s advanced engineering. The vehicle ascended the dragon ramp without slipping, thanks to technical features like air suspension and all-wheel drive. These features enabled the Range Rover to handle the challenge effortlessly, as seen in the original ad footage.
The successful run had a significant marketing impact, further cementing Range Rover’s position as a leader in luxury off-road performance. It set a high bar for other automakers aspiring to compete in the same space.
Chery’s Ambitious Attempt
On November 14, 2025, Chery, a Chinese automaker, decided to take on the Dragon Challenge in an attempt to boost the image of its SUV lineup. The company aimed to replicate the feat achieved by Range Rover, showcasing its own off-road capabilities. The Chery SUV model involved in the stunt was touted for its off-road specs, including ground clearance and engine power, which were meant to compete with premium brands.
The setup of Chery’s challenge video mirrored that of Range Rover’s original, including the location and environmental conditions. However, as the event unfolded, it became clear that Chery’s attempt would not mirror Range Rover’s success.
The Spectacular Failure Unfolds
The Chery SUV began the Dragon Challenge with a promising start, but it quickly lost traction on the ramp’s incline. The vehicle slid backward, failing to reach the summit, a moment captured in real-time video. The failed attempt starkly contrasted with Range Rover’s smooth performance, highlighting visible issues like wheel spin and suspension limitations in the Chery SUV.
The video of the failed attempt quickly spread online, sparking discussions about the technical shortcomings of the Chery SUV compared to the Range Rover.
Technical Shortcomings Exposed
An analysis of the Chery SUV’s powertrain specs revealed that the vehicle’s horsepower and torque figures were insufficient for the Dragon Challenge. The tire and chassis design also differed significantly from that of the Range Rover, contributing to Chery’s failure. Additionally, potential driver or setup errors, such as throttle control, may have contributed to the disappointing outcome.
The incident served as a stark reminder of the gap between Chery’s engineering capabilities and its marketing ambitions, raising questions about the brand’s ability to compete with established luxury off-roaders.
Broader Implications for Chinese Automakers
Chery’s failed Dragon Challenge reflects the ongoing quality perceptions of Chinese vehicles versus established luxury brands like Range Rover. The viral spread of the failure video has likely impacted consumer trust in Chery’s off-road claims, potentially affecting the brand’s market position.
Furthermore, the incident highlights a trend where Chinese automakers increasingly attempt high-profile stunts to gain global attention. While such attempts can boost brand visibility, they also risk embarrassment if they fail, as was the case with Chery’s Dragon Challenge attempt.
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