Mercedes-Benz: What Mass Murderers Drive


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The top act at the Consumer Electronics Show in Las Vegas this week featured Mercedes-Benz Chairman Dieter Zetsche peddling his company’s new gadgetry under a huge picture of Che Guevara, who sported the Mercedes logo on his beret. “Viva la Revolucion!” beamed the cheeky Herr Zetsche while unveiling his brilliant ad campaign.

In other words: to sell cars in the U.S., Mercedes-Benz is relying on the mass appeal in the U.S. of the mass-murdering Stalinist who craved to destroy the U.S.

“The U.S. is the great enemy of mankind!” once raved Mercedes-Benz new U.S. sales icon.  “Against those hyenas there is no option but extermination! We will bring the war to the imperialist enemies’ [Americans] very home, to his places of work and recreation. The imperialist enemy [Americans] must feel like a hunted animal wherever he moves. Thus we’ll destroy him!  We must keep our hatred [against the U.S.] alive and fan it to paroxysm! If the nuclear missiles had remained [in Cuba] we would have fired them against the heart of the U.S. including New York City. The solutions to the world’s problems lie behind the Iron Curtain. The victory of socialism is well worth millions of atomic victims!”

No doubt Mercedes-Benz chuckles at the ironic cheekiness of using a Communist “man of the people” to tout a luxury product. After all, Time magazine’s encomium to Che Guevara in 1999 as “Hero and Icon of the Century” asserted that: “Nothing could be more vicariously gratifying than Che Guevara’s disdain for material comfort and everyday desires.”

Alas, Time’s (and Mercedes’)  “research” overlooked some important details. In fact, quite unwittingly, Mercedes-Benz has chosen an ideal sales emblem—and one utterly devoid of irony. To wit:

“Che’s mansion was among the most luxurious in Cuba,” wrote Cuban journalist Antonio Llano Montes in 1960. After a hard day at the office signing firing squad murder warrants and blasting defenseless teenagers’ skulls apart with the coup-de-grâce, Che Guevara retired to his new domicile just outside Havana on the pristine beachfront (today reserved exclusively for tourists and regime apparatchiks). Until a few weeks prior, it had belonged to Cuba’s most successful building contractor, who escaped Cuba just ahead of a Guevara firing squad. “The mansion had a boat dock, a huge swimming pool, seven bathrooms, a sauna, a massage salon and several television sets,” continues Llano Montes. “One TV had been specially designed in the U.S. and had a screen ten feet wide and was operated by remote control (remember, this was 1959). This was thought to be the only TV of its kind in Latin America. The mansion’s garden had a veritable jungle of imported plants, a pool with waterfall, ponds filled with exotic tropical fish and several bird houses filled with parrots and other exotic birds. The habitation was something out of A Thousand and One Nights.”

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  • MałyFelek

    Its kind of funny that using everything,just everything to sell and make money was once accredited to Jews also by people of the same nation the Mercedes CEO belongs to (projection?).How ironic. No, really, that is just disgusting.BTW, who has the copyright for the Che photo?

  • oldtimer

    Didn't Mercedes Benz make the ovens killed used to kill the Jews in the Holocost?

    • wsk

      No, but Krups probably did.

  • ingvard

    Mister Fontova, thank you for the history lesson, so close yet with the dinosar media so far away.
    Like I have said "socialism / marxistsm is great, long as YOU are the one riding in the limo", since Hitler till the present we have seen most ditcators getting in and out of that black Merceies-Benz, the most motcho were the ones with the vertical headlights and their countrys flags on top the front fenders.

  • PhillipGaley

    Partly, upon felt sensibility of weakness and the lack of knowledge felt by every child, there exists a deep need in the soul of Man for a hero, a Savior, father, a Big Brother. I kind of think that, in his motorcycle tour through S. Am., Che became convinced of how easy it would be to simply make use of the possibilities for the coupling of education and aggressive use of social skills as a tool of aggrandizement by the unscrupulous—against people who were still in, or just coming out of the indigenous tribal lifestyle—in satisfaction of the common desire for creature comfort; and as any horrible parasite, just as fast as he could, he set about grabbing and getting life resources and insulating himself and his kind, from actual rule of law in which rights of Man might find preservation, . . .

    • PhillipGaley

      In my experience, to the "Che type", the "Twelve Tribes" 'religious' communities, also—identified by such as, "The Community at Island Pond", or "The Community at [fill-in-the-blank]"—bear striking resemblance in basic psychological underpinnings in a reactionary, "us-versus-them", the larger world of Mankind is bad and is out t'getcha, and in a restoration theology, putting forth that, they are the recreation of true teachings and life-style; and in administrative group broadcasting themselves by obvious appointment of circumstance, to be the power and the salvation, against imperialist overlords who beat up on poor people, poor nations, and so on, . . . except that, along with Che, Castro, Jim Jones, Stalin, Pol Pot, various appearances of Islam, and many others even today, were or are, torturing and murdering, . . .

  • Chuck

    Nice going Dr. Z – I bet you will get to talk about this PR for a very long time!! :-))

  • wsk

    Don't you like the irony of using a Communist/ Marxist caricature is being used to sell a capitalist product.
    Mercedes has issued the standard non-apology apology for using the photo.

  • Tanstaafl

    Montes continued to recount: “‘We don’t need proof. We manufacture the proof,’

    Who said "I don't need Congress. I can't wait."?

    Does Obama have an iconic image like Che? Maybe the Mercedes people can talk to his people……….

  • Ben

    Russian sayng: you will not deceive-not you will sell.Mercedes people colleagues try hard to ajust their texts to national Russian mentality: " Wolkswagen, das auto!!!

  • Ghostwriter

    I doubt you'll see this on "Top Gear."

  • Ivan

    Is there any one thinking right in Mercedez? Ernesto Guevara de la Serna, was a mass murder, a communist bastard. Stupid people in Charge of a 500 Fortune Company. Freaking bastards!!

  • Stan Lee

    Bad move on Mercedes' part! They must be losing market share to other "prestige brands." Germany has been extra-sensitive to mass murderers, but it seems that CEO Zetsche and Mercedes have dropped their sensitivity on the gamble that it won't matter anyway to the potential U.S. market. Their advertisers do market research before going with a big advertisement.
    We'll see how our market responds, that will be prove how principled Mercedes buyers in the USA are.

    • Oleg

      Now that you mention it I think that they are loosing market share, the last two generations of Mercedes cars have been overpriced junkpiles more or less, apparently their quality has slipped a lot in the past 20 years. It's hard to get excited over another generic looking plastic "jellybean" car just because it has a tri star badge and the Mercedes name on it where the only way you can tell an expensive model from a cheaper one is how high the model number is.

  • Oleg

    Wait a minute, Dieter Zetsche is still running Daimler Benz? This is the same dim bulb whose company took over Chrysler, which was still making money after Lee Iacoca retired, and ran it into the ground within five years eventually selling it at a loss to a hedge fund company. No wonder they thought using a dead communist, (a member of the Castro regime at that), in their advertising was a good idea.