Ford plotted a publicity stunt in 1911

Henry Alexander Jr., son of a car dealer in Edinburgh, was challenged by his father to scale Ben Nevis (1345 meters) with a Ford Model T to the summit. On failing to do so the son will lose his allowances. Alexander Jr. first drove Ford Model T from Edinburgh to Fort William (215 km). Then he drove 8 km to the summit in five working days through snow, across bogs and rocky terrains. A crowd of hundreds cheered on his descent. Following the feat, Ford Model T sold more than 14000 vehicles.