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Mercedes apologises for using Che Guevara image

17.01.2012

The high-end car company, known for its impeccable - and pricey - motor vehicles, used the late leader to promote a new car-sharing program, much to the horror of Cuban activists and political conservatives. In place of the star that adorns Guevara's beret in the original, Mercedes affixed its corporate logo.

Activists reacted with horror to the appropriation of Guevara, whom many political conservatives and Cuban-Americans consider a mass murderer who helped subjugate Cuba. In a statement Thursday to msnbc.com, Daimler said the image was just "one of many images and videos in the presentation," which it said was intended to represent "the revolution in automobility enabled by new technologies, in particular those associated with connectivity."

"Daimler was not condoning the life or actions of this historical figure or the political philosophy he espoused," the company said, adding: "We sincerely apologize to those who took offense." Daimler's statement was welcomed by Ernesto Suarez, who organized an online petition calling for Mercedes-Benz to apologize.

Here's Daimler's full statement to msnbc.com: In his keynote speech at CES, Dr. Zetsche addressed the revolution in automobility enabled by new technologies, in particular those associated with connectivity. To illustrate this point, the company briefly used a photo of revolutionary Che Guevara (it was one of many images and videos in the presentation). Daimler was not condoning the life or actions of this historical figure or the political philosophy he espoused. We sincerely apologize to those who took offense.

M. Alex Johnson for msnbc.com

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