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Mercedes-Benz Apologizes for Using Che Guevara Image

The famed Marxist's image was used during a promotional presentation in Las Vegas

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January 13, 2012 RSS Feed Print

The head of Daimler AG, the German company that produces Mercedes-Benz cars, apologized Thursday for using a doctored image of Ernesto "Che" Guevara during a public promotion at the International Consumer Electronics Show in Las Vegas.

The image, which briefly featured the guerilla leader with a Mercedes-Benz logo emblazoned across his beret, was called "thoughtless" and "stupid" by the company afterwards.

Guevara's image was the backdrop for a presentation given by the head of Daimler's Mercedes division, Dieter Zetche, that highlighted the technological advances the company is building into future models.

A number of Cuban-American organizations expressed their displeasure with the ad is it circulated across various media outlets Thursday.

Felix Rodriguez, one of three Cuban exiles recruited by the CIA to search for Guevara and current president of the Bay of Pigs Veterans Association told the Miami Herald he planned on getting rid of his current Mercedes and would never again purchase another car from the luxury automobile maker.

Late Thursday, Daimler released a statement to msnbc.com apologizing for the incident, saying the company was "not condoning the life or actions of this historical figure or the political philosophy he espoused."

Guevara was an Argentine communist who helped lead a Cuban revolt in the 1960s that eventually led to Fidel Castro becoming the country's leader.

The orginial image, taken by Alberto Korda in 1960, has been used as a revolutionary symbol over the last half-century and is one of the most famous photos in the world.

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Catherine of IA 10:40PM January 16, 2012

Mercedes-Benz probably did the right thing, in apologizing to the one community that wouldn't get the joke. For exiled Cubans, Che Guevara ranks right up there with Hitler and Mussolini, and if that comparison is a bit too strong, then think Hugo Chavez and Mahmoud Ahmadinejad.

Everywhere else, Che Guevara is equivalent to the guy in the Dos Equis ads, telling us to "stay thirsty, my friends." Images of Guevara have been plastered across t-shirts and tossed into so many ads that the idea of seeing it associated with Mercedes-Benz - one of the world's leading symbols of the luxury class - is patently absurd.

Even if Cuban exiles hadn't howled in fury, it was a mistake to appropriate the image of the doctor-turned-rebel - from a marketing standpoint. To be sure, it's got to be tough to sell luxury during a recession. The bigger problem is that Mercedes-Benz is associated with older drivers, people who have the money to pay top dollar. Back in the 80s, young execs bought BMWs. Now, that holes is being filled by Audi. Mercedes-Benz desperately wants to improve its position with younger drivers.

But strapping on Che Guevara is an absurdity better left to Taco Bell or Ben & Jerry's Ice Cream. There are companies that can afford to be silly. I don't think Mercedes Benz is one of them. Even if the Cuban exiles hadn't had cardiacs over such foolishness, Daimler AG should have. The massive popculture use of Che Guevara has actually become a cheap and obvious gimmick, the kind of thing you'd do to sell a slurpee or a yo-yo.

If Daimler AG wants to improve the position of Mercedes-Benz among young people, let it focus on stylish convertible coupes with roaring engines and all the luxuries. Times may be tough but people still want to dream.

Bill Kilpatrick of FL 10:06AM January 16, 2012

Long live Che Guevara! Che fought to free Cuba and Bolivia from the exploitation of the American billionaires. The advertising industry exists only to brainwash consumers. The corporate media hates Cuba. You should learn the truth about Cuba and Che.

Jack of OH 6:25PM January 15, 2012

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