Mercedes-Benz Apologizes For Using Che Guevara's Face In Luxury Car Promo

Categories: La Habana
via Dailmer
German car giant Mercedes-Benz and its comically mustachioed CEO Dieter Zetsche are getting railroaded on the Interwebs today after advertising a new car sharing program under Che Guevara's face and the slogan: Viva la revolucion!

Nein! Cuban activists including Felix Rodriguez -- one of the guys who helped hunt Che down in Bolivia -- are calling for mass Benz protests. But really, Mercedes' biggest crime is advertising laziness.

Somewhere in Berlin, some advertising flaks wearing Sprokets black turtlenecks and sipping oh so tiny coffees were brainstorming:

"Joerg, vee need something zat says: Revolution!" Brunheide says.

"By the hammer of Thor!" Joerg says. "Let's use Che!"

And so was born an advertising concept that any middle-school punk who just discovered Rage Against the Machine could have created.

Really? Che's stupid famous portrait? Viva la Revolucion?

via Dailmer
The backdrop came during a car show earlier this week, where Zetsche added to the lame message by spouting something about most car sharing being "communism," while Benz's program will be totally capitalist and amazing, just like Che would want.

Predictably, the backlash has been swift.

"I do not understand how a company like Mercedes-Benz, which sells luxury cars, can use a figure of a man who preached class struggle," Rodriguez tells The Miami Herald today, "(a man) who preached violence and bloodshed and wanted to do away with capitalism and establish socialism."

Benz has already apologized for causing offense, but we'd prefer a full mea culpa from lazy, lazy Joerg and Brunhilda.

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13 comments
Check home insurance
Check home insurance

It's when the car price reaches the $60,000 to $100,000 price range that the disparity becomes evident. This also quickly separates the rich from the ultra rich. In this price range, high-end vehicles such as Audi, Mercedes Benz, Cadillac, and Jaguar, dominate the scene. And then, of course, there are the ultra luxury cars, which command a sickeningly high price above and beyond the $100,000 mark.

Check home insurance
Check home insurance

It's when the car price reaches the $60,000 to $100,000 price range that the disparity becomes evident. This also quickly separates the rich from the ultra rich. In this price range, high-end vehicles such as Audi, Mercedes Benz, Cadillac, and Jaguar, dominate the scene. And then, of course, there are the ultra luxury cars, which command a sickeningly high price above and beyond the $100,000 mark. Only multimillionaires and billionaires would dare own cars with emblems of Rolls-Royce, Maserati, Aston Martin, Porsche, Lamborghini, and Ferrari, to name a few.

 

Check home insurance
Check home insurance

It's when the car price reaches the $60,000 to $100,000 price range that the disparity becomes evident. This also quickly separates the rich from the ultra rich. In this price range, high-end vehicles such as Audi, Mercedes Benz, Cadillac, and Jaguar, dominate the scene. And then, of course, there are the ultra luxury cars, which command a sickeningly high price above and beyond the $100,000 mark. Only multimillionaires and billionaires would dare own cars with emblems of Rolls-Royce, Maserati, Aston Martin, Porsche, Lamborghini, and Ferrari, to name a few.

nanook5
nanook5

"I do not understand how a company like Mercedes-Benz, which sells luxury cars, can use a figure of a man who preached class struggle," Rodriguez tells The Miami Herald today, "(a man) who preached violence and bloodshed and wanted to do away with capitalism and establish socialism."

yeah, we only wish there were powerful people that thought that way. instead it's just the poor people who get to wash their cars and vacuum the leftover coke out of the cup holders.

Polly
Polly

More and more sexy girls guys join the  dating site stdster... c0m to look for sex partner.

Sir Sausage
Sir Sausage

What a bunch of morons.  Reminds me of the idiots that wear t-shirts that bear his face.

IDELMAGARCIA2007
IDELMAGARCIA2007

My name Carlos M Campos I have 2 Mercedes 1-CLK 500 Cl- 240. I always take pride to be the owner of these MERCEDES.From now on I will never use the services and I will not buy a Mercedes in the future. To use the face of ERNESTO CHE GUEVARA IN YOU CAR PROMOTION IS AN INSULT TO THE DEMOCRACY AND FREE ENTERPRISE,  IN 1967 MY WIFE HEARD MR CHE-GUEVARA AT AN STUDENT CONFERENCE AT UNIVERSITY OF SANTA CLARA CUBA THAT WITH "THE SOCIALIST SYSTEM WHOEVER WILL OWN A CIGARRETE LIGHTER COULD CONSIDER HIMSELF LUCKY, BECAUSE IN THE CUBAN REVOLUTION THERE WILL BE NO PRIVATE SECTOR" THAT MEANS NO ONE WILL BE ALLOW TO OWN A MERCEDES BENZ THAT IS ONLY FOR THE GOVERNMENT ELITE" SO PLEASE STOP INSULTING THE MIDDLE WORKING CLASS THAT WORK VERY HARD TO PAY YOUR PRIZES BY THE WAY THEY ARE AVERY HIGH.

reyderoma
reyderoma

Best ad i've seen sice the toothpaste commercial.Viva el Che'!

Cuban Pete
Cuban Pete

The cuban system is openeing up to the capitalist or sociocapitalist system buddy, im so glad that people who have so much hate in their hearts from both sides of the spectrum will soon be gone, the new youth doesnt even care about this, and thats a relief... Sure u wont use their services.. Ill believe u when u go sell ur cars buddy and buy american

Milusha
Milusha

Yes viva el Che, dead.

Milusha
Milusha

What can one expect from the cradle of the Holocaust; thesepeople must have in their DNA that “superior Gene of executing innocents” andstill adhere to that principle, so in order to celebrate that principle, theassassin Che Guevara makes sense. Of course the image making machine turned hasturned Che into a God like hero of humanity, and the blind fools do notquestion it. Even with the tangible evidence of how a nation throws itself intodangerous ocean water to escape that nation/jail, of how men and women rot injails for their opinion, of how its culture lays in runs. May your advertisingcampaign fail!  By the way Cuban Pete,There will always be a distant relative of some innocent he killed to remindus, don’t be so sure it will be forgotten. He is the one that started the HATE;in fact he was about hate. 

I have always felt that, you die for your ideals; you do notkill for them.

Cubanpete
Cubanpete

Pretty strange u feel that way Milusha, how can one die for his ideals unless someone else kills you for theirs... I hope those hateful fools be gone soon too then, why would u keep the hate going, is that the legacy u wnna leave ur kids, u ask a lot of people who didnt even go through what the grandparents or parents went through and without even questioning they hate too. Not everybody thinks like you Milusha, not everybody wants to be motivated by hate. There u go now, saying that Germany is the cradle of the Holocaust, that they have a superior gene of executing innocents, spreading the hate by generalizing your ideas. Havent you notice how this whole Cuban ordeal has cost SFL so much money, how people here vote not according to their needs but their feelings, but u keep being blind to what really matters, u keep spreading democracy while starving your own, u keep being swayed by the slicksters that take advantage of ur hate, listen to AM radio and year after year these slicksters buy their votes from the cuban oldies by expressing their hate towards what happened to them decades ago. U Milusha, play right into their hands...

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