Mercedes-Benz Apologizes for Using Che Guevara in CES Pres.

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A questionable use of the South American rebel was answered with an apology from Daimler.

Mercedes-Benz has issued an apology for the use of a photograph of Che guevara. Guevara was a communist rebel who was killed in the Bolivian forests in 1967. His photo appeared in a presentation given by Benz boss Dieter Zetsche at the CES Show in Las Vegas. The photograph was in a presentation of a car sharing program app and showed Guevara, wearing his signature beret with a Mercedes-Benz three pointed star logo Photoshopped-in. The photograph hurt the feelings of anti-Castro Cuban activists and conservative Americans.

Cuban-American activist Ernesto Ariel Suarez launched a Facebook page that reads: "Tell Mercedes-Benz that it is NOT OK to use the image of a mass murderer." The Heritage Foundation, a conservative political group, wrote a post entitled 'Mercedes-Benz Uses Communist Madmen Che Guevara to Sell Luxury Cars.' In a post by Mike Gonzalez, he wrote: "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."

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"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," Daimler, the Mercedes-Benz's parent company said in a statement. No protests were registered from the Guevara family or from the Cuban authorities for the use of his photographs or the artwork on the beret to promote a Mercedes app.

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