With millionaires proliferating in China, Italian super-car maker Ferrari is in the midst of a push to sell more of its expensive hot rods there. But a PR plan went awry when a stunt left tire marks and permanent damage on a 600-year old sacred monument.

The Italian company owned by Fiat was celebrating its 20th anniversary selling cars in China with a dragon-adorned Ferrari 458 Italia burning rubber on an ancient Chinese wall in Nanjing. Agence France reported permanent damage to the Ming Dynasty-era monument.

Despite the growing riches of Chinese businesspeople in what is allegedly supposed to be an Authoritarian Communist society, such overt displays and demonstrations of wealth are frowned upon, making the whole effort by Ferrari a debacle, prompting the company to issue several public apologies.