Home / Auto News / News article: Mercedes Apologizes For Using Che Guevara Image at CES Press Conference - AutoGuide.com News
 |  Jan 18 2012, 12:45 PM

Mercedes-Benz made waves for the wrong reason at this year’s International Consumer Electronics Show in Las Vegas.

It didn’t have anything to do with their cloud-based Mbrace2 system that brings everything from Yelp! to Facebook right into the latest Mercedes models, or anything related to the cars, for that matter. In fact, what’s really making a stir is how the company chose to use the iconic image of Ernesto “Che” Guevara as a backdrop with their emblem stamped on his beret.

Mercedes told msnbc.com that it was one of many images used during their presentation and that they only meant to evoke the idea that their cars are revolutionary, but that they do not condone Guevara’s actions. Trouble bubbled up, however, after the Heritage Foundation, a conservative political group in Washington published a blog with the headline ”Mercedes-Benz Uses Communist Madman Che Guevara to Sell Luxury Cars.”

Regardless of what the company actually meant by putting the image up, it created a notion that Mercedes might, on some level, condone the communist revolutionary’s actions in Cuba, which isn’t an easy message for everyone to swallow, regardless of its validity.

[Source: MSNBC]

  • Eduardo Figueroa

    If the history ignorant creatives of MB advertising agency wanted “shock value”at any cost the got it but if anything in a “timed” way, talking revolution in 2012? Come on. However one wonders if any of these people or the executives who ultimatly approve the campaign, were aware of the daily MASS EXECUTIONS this frustrated (never graduated as a doctor) ordered in the early years of Cuba’s revolution.His slogan was how many are we killing today!!!They probably do not know of his gay persecution either.Whats next? A gullwing among barbed wire in TEBLINKA???