Daimler AG apologizes for Dieter Zetsche/Che Guevara photo/’revolucion’ comment

Dieter Zetsche

Dieter Zetsche

Daimler AG apologized to those offended by the use of an image of the Communist thug Che Guevara in product presentation by the company’s chairman of the board of management Dieter Zetsche at the Consumer Electronics Show in Las Vegas. As reported by CarBuzzard, the iconic photo of Guevara, which has become a marketing bonanza for T-shirt shops everywhere, is still repugnant to those who remember Guevara’s penchant for cold-blooded murder in the name of revolution.

Like CarBuzzard, the blog of the Heritage Foundation was offended by the use of the photo, but held Dieter Zetsche is disdain saying, “There’s something about Che Guevara that convinces older European men that they will become cooler through association with his ‘brand.’”

The apology, issued by Daimler AG to msnbc.com for Zetsche, said “We sincerely apologize to those who took offense.”

Perhaps we’re over-analyzing, but apologizing “to those who took offense” is a weak apology, akin to saying “sorry you were offended.” It is made even more so by the equivocating by saying that the photo was shown “briefly” and was “one of many,” rather than a forthright “we were wrong.”

A statement has not been posted to any official website of Daimler AG or Mercedes-Benz USA. However, the text of the apology 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.”