Cuban-Americans Infuriated After Mercedes-Benz Uses Che Guevara to Promote Cars
- Posted on January 13, 2012 at 12:16pm by
Billy Hallowell
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Mercedes-Benz uses Che Guevara to promote cars (Daimler AG)
Using a Che Guevara reference or image to sell a product is one rapid way to get a rise out of people – especially Cuban-Americans, many of whom fled their homeland when the revolutionary leader helped Fidel Castro gain power back in 1959. Somehow, Mercedes-Benz’s parent company, Daimler AG, overlooked this fact when it used Guevara to promote its cars in a recent presentation.
On Tuesday, the company presented a doctored image of the communist revolutionary during a presentation at the Consumer Electronics Show in Las Vegas. As the Miami Herald reported, many Cuban-Americans “…expressed disgust that such a prestigious company would use the image of the revolutionary blamed for executions and implementation of communism on the island.”
In a bizarre twist, the image, which was presented by company executive Dieter Zetsche, showed Guevara wearing the Mercedes-Benz logo in the center of his well-known beret. The text on the image read, “Viva la Revolucion!” While using the picture, alone, was offensive enough to some, the notion that this infamous character would actually be wearing the symbol seemed to be a bizarre endorsement of sorts.
Townhall.com’s Humberto Fontova summed the use of the image up as follows: “In other words: to sell cars in the U.S., Mercedes Benz is relying on the mass appeal in the U.S. of the mass-murdering Stalinist who craved to destroy the U.S.”
Daimler AG quickly apologized, but it was too little, too late. Individuals who know Guevara to be a murderer and criminal railed against the company’s decision to utilize such a negative force for its benefit.
In its apology, the company backed down, writing, “Daimler was not condoning the life or actions of this historical figure or the political philosophy he espoused. We sincerely apologise to those who took offense.”
Among the offended was the conservative Heritage Foundation’s Vice President Mike Gonzalez.
“Che Guevara, not to put too fine a point on it, was a psychopath whose sadistic lust for blood was not easily quenched. He killed for pleasure,” Gonzalez said.
Also, Felix Rodriguez, one of three Cuban exiles who worked with the CIA to help search for Guevara before his 1967 execution, found the use of the image reprehensible. He apparently went to the Mercedes-Benz web site, where he says he commented, “I know who Che Guevara was and he was a criminal, a murderer and a person who hated the United States of America.”
What is it about Guevara and cars? Back in September 2010, we reported about a comical car race that was using him as the central figure in its logo. Bizarre coincidence? Probably. But one worth noting.
(H/T: Miami Herald)
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Comments (219)
Miami
Posted on January 13, 2012 at 1:08pmDestroying history and remaking the monsters into heroes
It is the Socialist Progressive way. We’ve endured it for the last 100 years. Twisting the Founding Fathers into racist none believers, in the face of all the facts to the contrary.
Rewriting history was and is an objective of this administration.
This is just more of the same. As horrible as this is (and I lost family to these monsters) at least it’s not the government forcing this on us. We can force them to pay the price, by choosing another brand. I hope all Freedom loving Americans do the right thing.
Report Post »CONSERVAKILLA
Posted on January 13, 2012 at 1:25pmOye’ brode!!! Tremenda mala pinta que nos estas dando aqui en Miami.
Report Post »pavepaws
Posted on January 13, 2012 at 1:39pmI bet Hitler drove a Mercedes at least once.
MONICNE
Posted on January 13, 2012 at 1:48pmThis is really clever – those who admire Mercedes-Benz will get a chuckle out of this because everybody knows Marxist socialists are too poor to afford Luxury Cars! (smiles)
Mitt Romney’s family (including all 5 sons ) owns dozens of vintage and modern Mercedes-Benz vehicles, including four classic speedsters and two limousines. I will bet they are OK with this ad campaign, because the Romney clan understands attack ads, and they all have wide shoulders.
TEA
Report Post »CatB
Posted on January 13, 2012 at 1:53pm@MIAMI … just put them on my list … along with GM, Chrysler, etc.
Report Post »This_Individual
Posted on January 13, 2012 at 2:06pmCONSERVASOCIALISTA- “Oye’ brode!!! Tremenda mala pinta que nos estas dando aqui en Miami.”
Nos estas diciendo que estas conforme con lo que a hecho ese assesino?
TH30PH1LUS
Posted on January 13, 2012 at 2:22pmIn it’s next wave of marketing genius, Daimler AG will replace their familiar logo with a pentagram and use the likeness of Lucifer to promote sales of their product.
Report Post »Kitsune
Posted on January 13, 2012 at 2:30pmProgressives have also re-characterized Humberto Fontova into a self-hating liar whose entire purpose in life is to destroy the good name of Ernesto Che Guevara and tear down the identity of the Hispanic peoples with lies, lies, and more lies.
People listen to the emotional appeals of Progressive Socialists. They don’t listen to the measured approach that rational people take.
Che is no longer a man and his actions in life (sadly) no longer matter. He’s a visual synonym for “Revolution”, and I‘m not sure there’s anything we can do about that.
Report Post »Miami
Posted on January 13, 2012 at 3:21pmConservakilla
Comunista ya te llego el check de fidel?
La unica mala pinta aqui en Miami son los cobardes como tu
Report Post »db321
Posted on January 13, 2012 at 3:32pmBad move Mercedes. Probably dreamed up by a NY Ad Agency.
Report Post »ron2win
Posted on January 13, 2012 at 3:33pmThis from the guys who tried to improve human burning oven efficiency ? Some knuckle head at the meeting says “all the college kids are wearing his t-shirts’. Lets go for it.He has to have been transfered down to trash disposal by now.
Report Post »HKS
Posted on January 13, 2012 at 3:55pmIt’s a shame that the progressives have erased the history of these guys, the pain and misery that they caused and the younger people have no clue what they are celebrating. Bon Jovi had a poster of this guy at a concert that my daughter went to see in DC, what a rag. Those government schools at work, brainwashing the kids, does it get any lower than that.
Report Post »Doctor Nordo
Posted on January 13, 2012 at 4:32pmPersonally, I think it’s a delicious irony that Mercedes is using a communist icon as a symbol of the might of capitalism.
Report Post »Atlanticgrl
Posted on January 13, 2012 at 5:30pmYou’re exactly right. But, though it’s not “forced” on us, it is – in the sly “little bit at a time” socialist way – lessening the the negative connotations for younger people and those mouth-breathers who don’t really know who Che is. “Well, he can’t be all THAT bad if Mercedes uses his image, right?”
Nudge, nudge.
Report Post »fightingforfreedom
Posted on January 13, 2012 at 7:02pmI own a Mercedes it will be my last.
Report Post »Ari Ben TZion
Posted on January 13, 2012 at 8:02pmCarlos Santana, who is a Mexican, proudly wears a Che T.,. Look at what Che has to say about Mexicans:
“Mexicans are a bunch of illiterate Indians.”
- Che Guevara
The genius Mike Tyson sports a Che Tattoo. Look at what Che had to say about blacks:
“The blacks, those magnificent examples of the African race who have maintained their racial purity thanks to their lack of an affinity with bathing, have seen their territory invaded by a new kind of slave: the Portuguese.”
- Che Guevara
“The black is indolent and a dreamer; spending his meager wage on frivolity or drink; the European has a tradition of work and saving, which has pursued him as far as this corner of America and drives him to advance himself, even independently of his own individual aspirations.”
- Che Guevara
How incredibly pathetic.
Report Post »INOGAWD
Posted on January 13, 2012 at 8:30pm@ MONICNE
Posted on January 13, 2012 at 1:48pm
This is really clever –
I’ve read some of your post, usually ignore them..because you must be
Report Post »a total moron.. Do you have any idea what this PIG did to the Cuban people ??
I suggest you google CHE, and see for yourself what a BUTCHER this POS
was.. GOOD GAWD !!!
INOGAWD
Posted on January 13, 2012 at 8:49pmOMG !!! Why didn’t they just use Hitler, He had a Fleet of Mercedes.
Report Post »GOOD GAWD !!! Think someone will be looking for a job…
beentheredonethatsoiknow
Posted on January 13, 2012 at 8:49pmconservakilla: Tremenda mala pinta que te diste a ti mismo. Quedate en Miami!
Report Post »What_Did_I_Miss
Posted on January 13, 2012 at 9:18pmWhy do the Germans have to borrow a historical cold blooded mass murderer?…they have their own.
Report Post »Anamah
Posted on January 13, 2012 at 9:20pmA psychopath who loved the smell of human blood, and did not wait any kind of court ruling to shoot their prisoners tied up. Dieter Zetsche, showed Guevara wearing the Mercedes-Benz logo in the center of his well-known beret, and the text “Viva la Revolucion!” All those so offensive as ignorant company executives of Mercedes-Benz / Daimler AG CEO can switch to a Hitler image, the svastica with the slogan “por mil años“ or his ”Viva la Guerra” Stalin, Mao Zedong, after that could be Sadam Hussein, Milosevic, or any other garbage they like….
Report Post »pamela kay
Posted on January 13, 2012 at 10:28pmMIAMI, please know how badly I feel for your loss.God Bless you and your. I agree with your comment.
Report Post »Virgil_Lance
Posted on January 15, 2012 at 1:58amDone! I used to own one; but not again. I sent an email and informed them.
Report Post »Melvin Spittle
Posted on January 15, 2012 at 7:44pmI wrote an opinion piece for the Stars & Stripes Europe regarding the fact that Daimler-Benz was continuing to sell Iraq the trucks that hauled all of the mobile SCUD missiles during Operation Desert Shield and Desert Storm. Seems to me that they will do ANYTHING to make a sale. Too bad they listening to the US MSM to determine which way the wind is blowing has lead them in the wrong direction. If you listen to the liberal MSM, you would think that the majority sentiment has turned socialist.
Did they really think they could keep the cat in the bag regarding demographic targeting of the younger hipsters at CES? They are idiots and deserve to take a huge hit for being the ultimate in marketing whores.
Report Post »robinakilt
Posted on January 13, 2012 at 1:03pmWhat the hell are these people thinking!!! Mercedes Benz do you realize that you are using a historical figure that would have killed and taken all of the belongings of the people who could actually afford your vehicles!!!!!! You have got to be some of the dumbest idiots out there. Do whatever you want because in the end I would never own one of your vehicles even before this stupidity!
Report Post »JJStryder
Posted on January 13, 2012 at 1:09pmI don’t see any thinking at all here. Homer Simpson running your marketing department? Doh!
Report Post »Freefromyou
Posted on January 13, 2012 at 1:13pmCorrect me if I am wrong….Doesn’t the US Gov own them via Chrysler bailout – That would certainly explain it.
Report Post »Stoic one
Posted on January 13, 2012 at 1:22pmWell now I know where ‘Bevis and ********’ went…
Report Post »HKS
Posted on January 13, 2012 at 1:41pmI don’t know about you, but makes me want to run right out and buy a new Mercedes, if I were a fool.
Report Post »My Two Cents
Posted on January 13, 2012 at 1:44pmWhats next Mercedes, a new model called the Firing Squad?
Report Post »sic-semper-tyrannus
Posted on January 13, 2012 at 4:53pmHe would have taken from the top and gradually lower and lower on the chain until they are all equal in poverty and misery. This assuming those at the top are lazy enough not to keep trying to better themselves. Those ambitious bastards… always trying to do better for themselves and their families!
Report Post »Macman1138
Posted on January 15, 2012 at 10:27amYeah, really.
Report Post »Someone had to have signed off on this.
A lot of the big libs I know drive these.
I drive a Jeep Call of Duty Rubicon.
do_it_all_again
Posted on January 17, 2012 at 1:12am@freedomfromyou , you are wrong.
Chrysler is no longer part of Daimler AG-Mercedes, they were sold to Cerberus Financial in 2007
Report Post »and then to Fiat in 2009.
Mercedes- Daimler AG, is in partnership with Renault, Nissan, Freightliner, Western Star,
Detroit Diesel, Maybach, Smart car and several others, but no longer with Chrysler
COFemale
Posted on January 13, 2012 at 1:02pmThis is great. The more companies that present insensitive iconic people or symbols in their ads, the better we can boycott them. They just presented their true colors. I guess they were trying to appeal to the Hollywood types, you know the actors and actresses who go for Che type people.
Like people say, you can’t fix stupid.
Report Post »GUNNSUP
Posted on January 13, 2012 at 1:39pmMercedes is totally overrated…I’ll take my F Series Super Duty over this brand any day of the week….My Cuban American friends in the Tampa Bay area despise this Guava character.
Report Post »HorseCrazy
Posted on January 13, 2012 at 2:39pmI also love my super duty. these pieces of trash at mercedes live in quite the bubble. how insane they could think using a mass murderer to sell cars would be a good idea.
Report Post »JLGunner
Posted on January 13, 2012 at 2:55pm@ gunnsup Todays youth should head on down to ybor (or whats left of it) and chat with soem of the old time Cuban immigrants. I’ve spoken to many over the years and the reality of their life in cuba is beyond disturbing.
Report Post »loveliberty83
Posted on January 13, 2012 at 1:00pmlets see the dictator on DS started helping the poor stealing from the rich made government more powerful making the poor more dependent on him & he became a dictator oh yes that was Hugo & who does he remind uo of a marxist communist
Report Post »JLGunner
Posted on January 13, 2012 at 1:33pmbarack is part of this family as well.
Report Post »MEANS2RESIST
Posted on January 13, 2012 at 2:18pmIt’s a mind control game as is all marketing. IMO, they are attempting to get the class of people that are able to afford an over priced automobile as such, on board with the progressive agenda. Perhaps the numbnut that created the marketing scheme here is trying to push his/her own feelings on America & probably doesn’t even know the true history of this communist revolutionary.
Good post TROLLTRAINER, well said
Report Post »SpankDaMonkey
Posted on January 13, 2012 at 12:49pm.
The only question I have is, ‘Why are ya’ll mad?”
Ya‘ll voted for him like a Good Trained Seal’s you are………
We should have chopped that Dry Foot off…………
Report Post »JJStryder
Posted on January 13, 2012 at 1:15pmThese are the kinds of comments that really make you scratch your head.
Report Post »renedel
Posted on January 13, 2012 at 1:31pmIgnorant. Most Cuban Americans are very conservative and most did not vote for Obama.
Report Post »We know Communists when we see them.
salcea124
Posted on January 13, 2012 at 2:08pmAs an American of Cuban descent I did not vote for President Obama. Mercedes Benz will be very sorry for using Che Guevara in its advertizing no matter how short lived the ad was.
Report Post »SHOESHINEBOY
Posted on January 13, 2012 at 12:45pmDemocrats love what Che did, mainly this part: “blamed for executions and implementation of communism on the island.” Both of those are what Democrats want to have in each of their political leaders, be like Che,
Report Post »Miami
Posted on January 13, 2012 at 12:56pmNo, that would be Progressives, the common dem does not want that. Only brainwashed kids and power hungry wannabe’s want Communism. No one with any sense or knowledge of history would want that.
Report Post »COFemale
Posted on January 13, 2012 at 1:07pmMiami, you can‘t convince me that Democrats don’t equal Progressives. Like Muslims who remain silent on radical Islamist actions, Democrats who remain silent are just as guilty. It is called guilt by association and silence means agreement.
I do not hear any, any condemnation by Democrats; thus you are the same to me.
Report Post »Miami
Posted on January 13, 2012 at 1:16pmCOFemale
Leaders yes, you are right, most of their intent is S. Progressive but not all of the common dems are. Which is why so many have left the party and more will as they wake up. .
Report Post »progressiveslayer
Posted on January 13, 2012 at 12:40pmIt’ll be great they can put the stats of how many people the communist bastard murdered on the sticker,a selling point for the potential customer,he can compare how his stats stack up against Mao and Pol Pot.
Report Post »Snowleopard {gallery of cat folks}
Posted on January 13, 2012 at 12:49pmGuess they are getting ready for the great rise of Socialism here in America; one more example of how far the progressives agenda has come.
Report Post »Sleazy Hippo
Posted on January 13, 2012 at 2:25pmMaybe Ford will list how many died in the Pinto under Lee Iaccoca to save a dollar per car.
Just sayin!
Report Post »Miami
Posted on January 13, 2012 at 12:39pmMercedes-Benz
Back to their National Socialist roots
Report Post »RodT82721
Posted on January 13, 2012 at 12:38pmI guess they figure that Che will sell more of their overpriced cars to collage students and grads. After all these young people soon will or have just exited , what, 16 years of socialist propaganda?
Where Che the murdering coward, was praised as a hero in Fidel’s bloody take over.
They probably forget that the lower part of FL is made up of a lot of people that managed to escape the carnage of Che. Not to worry, the rest of country doesn’t have any idea who Che really was.
Young people love anyone that is against the ‘man’, even if he was a butcher.
Report Post »Miami
Posted on January 13, 2012 at 12:49pmOnly because Hollywood portrays them as heroes
You don’t see anyone wearing a Genghis Khan, Attila King of the Huns but that could have more to do with the lack of history in our schools.
Report Post »che-o
Posted on January 14, 2012 at 9:02amPerhaps the Volt would sell better if Che-O (like ‘Day-Oh’) would do this.
Report Post »I.Gaspar
Posted on January 13, 2012 at 12:36pmThere’s an ad agency that will soon be doing work for OWS, with its execs having to live with OWS because they are incompetents.
Report Post »Tri-ox
Posted on January 13, 2012 at 12:36pmLiberals/democrats have been using images of Che for years to push their radical agenda – images of Che were used in multiple obama campaign offices in 2008 – Che is a democrat hero/icon.
SO – Why do so many Cuban immigrants vote democrat?
Report Post »eschatologist
Posted on January 13, 2012 at 1:10pmand that is exactly why I find this ad so hilarious – to imagine the icon of the socialists/marxist/progressives driving in a sweet SLR McLaren ($450,000)is side-splittingly funny!
Report Post »Mister July
Posted on January 13, 2012 at 6:08pmI have to correct you there. The VAST majority of Cuban-Americans/Exiles/Immigrants vote Republican due to 1) JFK and the Bay of Pigs, 2) Democrats by and large love Fidel (see Jimmy Carter) and espouse socialist policies they left behind. This is part of why Cubans suffer from continued character assassination in the mainstream media.
Report Post »Colette
Posted on January 13, 2012 at 12:36pmThat’s not really an apology. “We sincerely apologize to those that took offense.“ It should have said ”We sincerely apologize to those we have offended.”
Report Post »bobemakk
Posted on January 13, 2012 at 12:52pmI own a Mercedes, and this so called apology was half hearted. Shame on you Daimler Benz.
Report Post »democritusoilder267
Posted on January 13, 2012 at 12:35pmUsing a communist revolutionary to sell cars which Che Guevara would be against. The irony of people who use his image.
Report Post »sic-semper-tyrannus
Posted on January 13, 2012 at 4:48pmLike the WAL-MARX T=shirts I had seen years ago.
Report Post »bullcrapbuster
Posted on January 13, 2012 at 12:32pmSo chrysler is now a progressive company. Viva progress.
Report Post »do_it_all_again
Posted on January 17, 2012 at 1:08amChrysler is no longer part of Daimler AG-Mercedes, they were sold to Cerberus Financial in 2007
Report Post »and then to Fiat in 2009.
Mercedes- Daimler AG, is in partnership with Renault, Nissan, Freightliner, Western Star,
Detroit Diesel, Maybach, Smart car and several others, but no longer with Chrysler
Anonymous T. Irrelevant
Posted on January 13, 2012 at 12:32pmFor any ad executives out of a job, there should be some openings at Mercedes.
Report Post »Colette
Posted on January 13, 2012 at 12:31pmEven if I could afford a Mercedes I surely wouldn’t buy one now!
Report Post »BetterDays
Posted on January 13, 2012 at 12:29pmI can easily see Gubmint Motors using Lenin to push the Volt, “Comrades, you vill drive dis car! NOW!”
Report Post »SpankDaMonkey
Posted on January 13, 2012 at 12:28pm.
Report Post »Obama made them do it, so they can build cars in America………
JLGunner
Posted on January 13, 2012 at 1:35pmbarack aint that clever.
Report Post »TSUNAMI-22
Posted on January 13, 2012 at 12:27pmHow about a picture of George Soros with a star of David.
Report Post »HKS
Posted on January 13, 2012 at 12:27pmThis is their strategy to regain some prestige lost to BMW ? Germany appears to be slipping back into the Abyss.
Report Post »oldguy49
Posted on January 13, 2012 at 12:26pmi personally use silver bullet gun oil{13%pork fat}they can’t go to paradise unclean………and think we should have a pig farm for the remains
Report Post »trolltrainer
Posted on January 13, 2012 at 12:26pmBad, bad move Daimler!
But…I will leave it at that. Someone had their head up their butt. At least the company apologized. The way Americans use Che as a symbol of revolution and youthful concern of government I can understand the mistake. I hope whoever was responsible got canned or at least demoted to the mail room. It was an ignorant mistake. As far as the brand is concerned…No harm-no foul in my book. Just a dumb mistake.
Report Post »sawbuck
Posted on January 13, 2012 at 3:39pmNever under estimate the enemy .. Nothing is as it seems .
The process that’s involved in bringing a
Brand / tie-in -link-add ,to the public .. Is very invoved. The target audience .. Focus group discussions ..
The panel of add-men discussions on the pros and con and the blow-back if there is any ..
No …This was deliberate they knew EXACTLY who their target audience was on this add.
They’re hoping everyone will excuse it away as an oopsy ..
When in reality they took the
(Levi’s Jeans revolution commercial) , “to the next level” .
And now that they got called to the carpet on it , they have started with
the down-play apology tour and with free advertisement.
Let me ask this ….With MLK day soon approaching Monday.
What would happen if Mercedes-Benze had a picture of
JAMES EARL RAY ..On the back-drop of this Advertisement ??
Would it would be fair to say that some ones Ass would be fired or
Forced into a resignation.? For a complete “lack of knowledge” of the
history, of this Infamous murderer , that they decided to link to their product .?
Who thought this was a good idea ?
Report Post »How high up the ladder does this go ?
South Philly Boy
Posted on January 13, 2012 at 12:24pmCommunist
Report Post »jdog777
Posted on January 13, 2012 at 12:23pmThis is probably the tackiest and senseless nonsense ever coming from Mercedes. Why don’t they throw a picture of Mao or Hitler up there to sell their product.
Report Post »scuba13
Posted on January 13, 2012 at 12:42pmHow about Stalin or Pol Pot too?
Report Post »anOpinion
Posted on January 13, 2012 at 12:21pmWhats next, a picture of hitler with a mercedes benz symbol instead of a swastika?
Report Post »oldguy49
Posted on January 13, 2012 at 12:27pma swastia for hood orniment
Report Post »MarsBarsTru7
Posted on January 13, 2012 at 12:45pmThat’s pretty much what my first thought was after reading the article.
Because of the position FDR took with Stalin in WWII communism gained traction in the culture of our country and various communist/Marxist-socialist figures have been romanticized no matter how awful their record is, while fascist-socialist dictators like Hitler and Mussolini are vilified. So, basically liberals have concluded that while fascists are always bad (I agree) atrocities are forgivable if committed by communist/Marxist leaning murderers (I wholeheartedly disagree).
Modern liberalism is a political disease that has been eating away at human civilizations for over 150 years. We do need a revolution in this country – a cultural revolution that is a mass rejection, repudiation, and elimination of modern liberalism.
Report Post »