Daimler apologizes over use of Che Guevarra’s image in promo

Article by Anita Panait, on January 17, 2012

Daimler AG issued an apology Thursday for using an image Ernesto "Che" Guevara on its promotional presentation for Mercedes-Benz cars at the International Consumer Electronics Show in Las Vegas. A few days before, Mercedes chief Dieter Zetsche presented a reproduced Alberto Korda photo of Guevara. The image, however, was edited as the star located at Guevarra’s beret was replaced by Mercedes’ corporate logo.

In a statement to msnbc.com, Daimler said the picture was just "one of many images and videos in the presentation," intended to represent "the revolution in automobility enabled by new technologies, in particular those associated with connectivity." The company noted that it was not condoning the life or actions of Guevarra or “the political philosophy he espoused."

The move gained negative reactions from activists. "Mercedes-Benz Uses Communist Madman Che Guevara to Sell Luxury Cars," headlines a blog post from the Heritage Foundation, a conservative political group in Washington.

The post, written by Heritage Vice President Mike Gonzalez, described Guevara as a psychopath who has a “sadistic lust for blood” and who “killed for pleasure.” Guevarra is an Argentine who led a communist revolution in Cuba, giving rise to Fidel Castro’s power. The photo was a symbol of communist revolutionary movements from the 1960s to the '70s. [source: MSNBC]

Topics: daimler

If you liked the article, share on:

Comments

Recommended

Hyundai is introducing a new 2018 Accent that is not only wider and longer, but is now also sporting a new look that is more serious than the previous model....
by - February 20, 2017
Fans and enthusiasts of the BMW M2 in the United States could now rejoice. This comes as their favorite BMW M2 is getting a limited edition version as prepped by...
by - February 20, 2017
Carmakers usually leave us thirsty for information on whether they would introduce a new, refreshed or face-lifted vehicle and on when they intend to launch it. There are reasons for...
by - February 20, 2017
Cadillac’s CT6 full-size prestige-luxury sedan is still somewhat new. It has been offered to the global auto market for two model years – 2016 and 2017. But for those who...
by - February 19, 2017
In many industries, it is the rivalries that make things exciting. In basketball for example, there is the well-known rivalry between the Los Angeles Lakers against the Boston Celtics. For...
by - February 19, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries