Daimler AG has apologized for using the Che Guevara’s image in a promotion for luxury cars in a presentation in Las Vegas last week.
Many were outraged to see the Argentine Marxist revolutionary Ernesto “Che” Guevara used at the International Consumer Electronics Show in Las Vegas as part of a promotional presentation for Mercedes-Benz.
On a large screen behind the presenter, the famous photo of Guevara by Alberto Korda is shown, but in place of the star that adorns his beret in the classic photo, it’s replaced with the Mercedes-Benz logo.
In a statement released to MSNBC on Thursday, Daimler claimed that the image was just “one of many” intended to represent “the revolution in automobility enabled by new technologies, in particular those associated with connectivity.”
Guevara played a major role in overthrowing Cuba’s dictatorship headed by Fulgencio Batista in the 1950s, and is largely credited with bringing Fidel Castro into power. His image has served as a symbol of rebellion and revolution.
While some praise Guevara for leading a revolution and others call him a mass murderer, most agree that using his image and placing the Mercedes logo on his beret was a terrible choice.