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

Keep New Times Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Miami and help keep the future of New Times free.

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?

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.

Follow Miami New Times on Facebook and Twitter @MiamiNewTimes.

Keep Miami New Times Free... Since we started Miami New Times, it has been defined as the free, independent voice of Miami, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Miami with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.


Join the New Times community and help support independent local journalism in Miami.


Join the New Times community and help support independent local journalism in Miami.