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  • Mercedes-Benz Uses Communist Madman Che Guevara to Sell Luxury Cars

    There’s something about Che Guevara that convinces older European men that they will become cooler through association with his “brand.” We saw that again yesterday when Mercedes-Benz Chairman Dieter Zetsche launched a new car under a banner picture of Guevara. Years ago, an equally desperate Anglican clergyman tried to stem dwindling congregations with a poster of Guevara wearing a crown of thorns. The hip slogan? “Meek and Mild? As if.”

    The Anglican Church continues to, ahem, have its problems attracting people to an increasingly troubled denomination. As to whether communism will help a luxury car maker sell a lavish lifestyle, well, let’s say I remain agnostic. But the occasion to comment on the appropriateness of using Che Guevara to market anything cannot be passed up.

    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.

    He had, moreover, little time for youthful rebellion and none at all for individualism. Lastly, Che Guevara was a racist who specifically held blacks in contempt. I think about this often when I see deluded young African-Americans wearing a t-shirt with his likeness. But a German born a handful of years after 1945 really ought to have known better.

    Read more at HuffingtonPost.com.

    Follow Michael Gonzalez on Twitter: www.twitter.com/@Gundisalvus

    Posted in Featured [slideshow_deploy]

    47 Responses to Mercedes-Benz Uses Communist Madman Che Guevara to Sell Luxury Cars

    1. ndmike says:

      I can think of few things Guevara would have hated more than to be the face of a luxury car company (only Party leaders should be living in luxury, after all). I hope they have Mercedes commercials in hell.

    2. This is so insulting to the Cuban people. Yes, you described him well. How sad, that so many people in this world are so ignorant and have made this evil creature a hero. Makes me want to vomit.

      • Angrybird says:

        I agree with you. Some people speak without knowing about history. How about using a picture of Hitler? I am sooooo happy I drive BMW!!!!!

      • enrique says:

        You are right, Marta. As a cuban who suffered the humiliation of the communist regime, I know how much pain Che guevara caused to the cuban people not to mention the death of so many people in Cuba,just for no reason at all. You don't like the goverment, you go to jail or simply we are going to kill you and also he made so many people suffer that it is a shame that a supposedly prestigious brand uses an assassin like Guevara to sell their product. It is very disrespectful and it would be the equivalent of using the image of Hitler to sell anything. SHAME ON MERCEDES BENZ!!!!!!!!!!!!!!!!!

        • garry l says:

          Come now. Overreacting. What would you suggest, line up the millions of kids who wear this on their shirts and shoot them down. At least they have the courage of of making statements to their government rather than running away when the going gets tough.

          Why is not your face on a tshirt if your government was so horrible. why run. why not fight for your convictions. wimp.

      • Alex S. says:

        I think history is something unknown for you…maybe you never heard about Batista and the help he received by the American governament to make Cuba one of the "slave" of the USA
        Probably you don't know that was the American governament that gave the order to kill Che Guevara in Bolivia, because he was seen as an inconvenient person, the only one who was able to interfere in the destructive policy of the U.S.

    3. Rider I says:

      THE CHE GUEVARA MYTH And the Future of Liberty

      Rider I

      • DavidSpence says:

        There is an entire anti-Che industry of lying right-wing hucksters who make their living by creating lies about the heroic guerrilla and then parroting each others lies as if it gives them any credibilit­y. Luckily, when actual historians research the man, they realize just how many noble qualities he does have and see through the Miami propaganda­.

        It is actually hard to think of another historical figure who was as well rounded, intelligen­t, poetic, brave, sincere, audacious, and revolution­ary as Che Guevara. This is why he has so much resonance over 40 years after his CIA-aided execution.

        There is a Che in all of us who dream of a better World and his ghost haunts the U.$. Empire wherever they go and attempt to rape the resources of other nations. Anyone who has ever seen 3rd world poverty up close understand­s Che's fury and determinat­ion. Anyone who has ever seen how the top 1% live in luxury while most barely have enough to eat will sympathize with Che's struggle.

        … America needs a Che Guevara of our own :o)

    4. Mike3 says:

      American right-wingers like to ignore the inconvenient fact that Che Guevara battled 3 U.S.-backed dictators on 3 separate continents (Batista/Cuba, Mobutu/Congo, & Barrientos/Bolivia).

      The right-wing also likes to avoid acknowledging that Che's radicalism was spawned from living in Guatemala during the 1953 overthrow of Jacobo Arbenz by the CIA (Operation PBSUCCESS) on behalf of Secretary of State Dulles and the United Fruit Company.

      As the Cuban Revolution and Che proved, when given the decision of backing a democratic government that represents the interests of the majority of a nation’s citizens or a right-wing dictator who will protect the business interests of the United States = the U.S. will always chose the latter.

      • Reply says:

        Where have you been hiding under a rock? Or do you choose to ignore the thousands of innocent people that were killed at the hands of this man. I am so happy Castro had no further use for him and eventually had him killed as well. After all, he couldn't be more popular that him…. He wasn't even of Cuban decent.

      • Hugo says:

        I don’t believe Che (the murderer) believed in Democracy, he believed in Socialism and that is the same as Dictatorship (Fidel Castro is not a democrat), you are blind and ignorant to believe in Che. I was born in Cuba of hard working parents and grandparents that worked hard for what they had to be stolen by the Communists. God Bless American the land of the brave and the free!

      • garry l says:

        Its a cool picture. Iconic. Kids love it. Che lived in a violent world and was a commie. There are millions of commies. Cant hate them all, cant fight them all, but you can wear this and somehow comment on the sadness of your own government.

      • Death2PC says:

        Our family lived in Cuba for several months each year between 1953 and 1958 as my father and other doctors provided free medical procedure and services to Cubans throughout the year in exchange for our being able to be in Cuba for several months per annum, enjoying all the nation had to offer which it v. well did. I remember so much and it was all good as Mike would like to conveniently dismiss.
        In 2007, my father and I returned to Cuba for several days and I cannot begin to describe the ruination, devastation, the complete empty void within the spirit and infrastructure of what was as we viscerally experienced first hand over nearly seven years a pleasant and vibrant nation, a pleasant and vibrant people and its culture combined with a mixture of outside nationals who were not at all completely American by the way as so many ignoramuses like to believe.
        From an agro-economic standpoint alone you simply have no idea as to how rich Cuba inherently was. For many decades – post Castro, the opposite is the case and today the nation is so dilapidated they cannot even produce sugar, for that matter a number of other crops or livestock. The spirit of the people – who are not free, who do not have a free media, who cannot travel outside their "nation" – has been crushed. Pardon me, brought in line…………. Little works. Few of my family's friends survived the "change in government", inclusive of their at the time teen-aged children. Small wonder.
        Gone are the beautiful venues, the nice restaurants and stores, the ever-present tidiness/cleanliness, the roads and buildings are in ruins. Little works. But the "education" system is free. So too, "medical care".
        I wish Mike had been in my shoes as a child and could have witnessed what I did, moreover been in Cuba in 2007 to see "progress" and as he likes to affectionately describe, "………., the interests of the majority of a nation's citizens………….."

      • alex says:

        thank you mike, for illuminating inconvenient truths to these rhesus monkeys who get their history spoon fed to them. Guevara at times in his life was a great great great man. But he was a product of his environment which in turn did turn him into something he didn't intend when he was a young doctor. Would we now cast dispersions against a black man who gone about killing white slave owners with "blood lust"? No….because it was warranted. That's who Guevara was. His mistake was allying with Castro and becoming politisized.

      • Esek Hopkins says:

        Guevara was nothing more than a spoiled rich brat turned thug and murderer. That's really a great image to hold up as a hero. May he roast in the fires of hell.

      • ARMANDO ACOSTA says:


    5. Jeff, Illinois says:

      A reference to the Huffington Post! I'm shocked!!!!!! There must be some angle here somewhere . . some convoluted notion that Obama is tied to Che Guevera. It just has to be here somewhere! Maybe Obama is looking to buy a Mercedes.

    6. Gringo Infidel says:

      What is next for this firm? Fascist from Germany? Making murders appear cool is preying on ignorance. This is crime of society of large proportions.

    7. Sam Giberga says:

      Mike, Bravo! Mercedes is on my permanent no-buy list. Truly embarassing and deserving of an apology for the thousands of families destroyed at the hands of the Che'.

    8. Another Anon says:


      This is the kind of thing I would expect instead from Chevrolet. Considering the recent… issues with the Chevy Volts, it would be more apropro. And it wouldn't be "Viva la revolucion!"

      It would be "Fuego!"

    9. Gloria Calero says:

      how can they use an assasin as a leader or to promote mercedez benz a man who killed so many cubans being him not even of cuban decent a immingrant in Cuba. with his communistic ideas he didnt care to sign every night more than a 100 death penalties in the cabin Fortaleza Cubana cuban prison the lives of innocent peplople like my cousin in that he signed the death penalty at only 19 on december 24 1979 years of age his name Narcizo Ruiz Calero only for stealing 2lbs of meat without being able to defend himself or give his reasoning he signed many deaths without a jury or trial he would just sign there death. That is who Che Guevara was that just like he signed my cousins death he signed hundreds. That was the coward that never shot anyone himself but had others do his dirty work for him.That is the picture that you guys should not want to have showing mercedez , mercedez will no longer be known as the beatutiful cars they are becuase of the person you guys have chosen to show.

      • Bobby Komlo says:

        Ms. Calero, Che did some killing. Please read Jon Lee Anderson's book "CHE". A good read on this "Hitler" of the '60's. I pray for you, your cousin and all the people's of that great island — Cuba!

    10. MARIA LOPEZ says:

      Not only did he signed the death penalty for 19 yr old but also 14 and fifteen and have their mother to claim the child only to tell them "sorry but they were shot this morning and they have been buried already" what a disgrace for Mercedes-Benz using the face of an assassin like Che Guevara. SHAME ON YOU MERCEDES BENZ!!!!

    11. Ana M. Lopez says:

      Well….all I can say is that I never want a Benz EVER again. If Mercedes Benz had put a picture of Hitler on their presentation….the Jewish community would be all over this!!! That is why these creeps think twice before offending the Jewish Community. They stick together and they don't let anyone forget.
      Where are OUR leaders???
      Where are the victims (and all Cuban Americans) of this regime that need to speak out and haven't???
      ……..All I can do is direct my outrage to Mercedes Benz Corporation by writing to them AND boycotting all their products FOREVER!
      Who is with me???
      Don't buy the Benz and if you can….get rid of yours (of course as soon as you can) if you have one.

    12. Joe Schmoe says:

      The irony of it all is that Mercedes-Benz is waaaaaay to expensive for the people being "helped" by the muderous Dou…Che Guevara.

    13. 1982Greg says:

      To address the “racist” libel, CHE GUEVARA:
      - Denounced the racism and KKK in America in 1961
      - Called out South Africa's Apartheid in 1964 at the U.N., 30 years before the West!
      - Desegregated the schools in Cuba before they were in the Southern US
      - Fought in Africa with an all black army against white mercenaries
      - Had a black bodyguard with him at all times named “Pombo”
      - Held the CIA-killed African leader Patrice Lumumba up as a hero

      "Che's life is an inspiration for every human being who loves freedom, we will always honor his memory." — Nelson Mandela

      • garry l says:

        Good post. Thank you.

        • Stace23 says:

          "Those who kill their own children and discriminate daily against them because of the color of their skin; those who let the murderers of blacks remain free, protecting them, and furthermore punishing the black population because they demand their legitimate rights as free men — how can those who do this consider themselves guardians of freedom? The government of the United States is not the champion of freedom, but rather the perpetrator of exploitation and oppression against the peoples of the world and against a large part of its own population."

          — CHE GUEVARA, to the General Assembly of the United Nations in New York City, December 11th 1964

          • Not sure if you knew this or not Stace23, but Che HATED the United States. He openly wanted to destroy everything about capitalism even with a nuclear weapon. Do you honestly think he would come to the General Assembly and say anything positive about the U.S.? Take the writings from his diary, yes, what I quoted above was from his diary and compare them to those used to chastise and denigrate his enemy, the U.S. and capitalism. Then you can quote rhetoric compared to his true thoughts.

            LibertyInfusion http://www.libertyinfusion.com

      • Riiiggghhtt…I suppose somehow using your contorted logic we could argue that Hitler was good for the Jews because by reducing the Jewish population in the gas chamber it left more food for the Jews who weren't gassed.

        Through some idealistic and politically motivated reason you will be an apologist for Che. Whenever someone, usually someone who has no earthly idea what they are talking about, tries to justify Che, it's about his age, or his upbringing, or "that's not what he meant." Here are a few of his own words to have you jump on your apologist Che bandwagon:

        "The blacks, . . . have maintained their racial purity thanks to their lack of an affinity with bathing, have seen their territory invaded by a new kind of slave: the Portuguese."

        "The black is indolent and a dreamer; spending his meager wage on frivolity or drink; the European has a tradition of work and saving, which has pursued him as far as this corner of America and drives him to advance himself, even independently of his own individual aspirations."

        So, he isn't a racist with comments like those. I suppose you can say, "well, if he was a racist, he was an awesome racist." The fact is this: You, 1982Greg, are either young enough that you know everything or such a ridiculously misguided communist that you can be an apologist for Che. Either way, you're wrong.

        If you're not, here is what I ask you to do: Create a letter with those exact comments, signed by you and publish it on the internet. Or make a little video and post it to youtube reading those exact lines. Since you may try to argue they're not racist, you should have no problem doing that. If you respond to this post, apologizing for Che's comments without the letter or the video, you are a coward. If you're gonna explain it, you have to state it first. Anybody want odds on 1982Greg not taking my bet? I didn't think so.

        LibertyInfusion http://www.libertyinfusion.com

        • Guest says:

          Everyone has their own opinion about who was Ernesto Guevara. Comparing him to hitler. How both are in the same category. Che killed Cubans. Hitler killed Jewish people. Where is the comparison of Che Guevara to American presidents? Manifest destiny. Native Americans were practically finished. The real genocide. While everyone sits there comparing pros and cons, stop and think of situations you haven't thought of. Some people make me sick.

    14. manuel says:

      I think that having the face of an Assassin like che, it shows two things, being highly ignorant of this character and also using a very stupid advertising company, next they will put hitler's face on their cars.
      I am sorry because i had quite a few mercedes during my life, but i will not buy another one.
      sincerely manuel remedios, miami, fl.

    15. mcg says:

      Che was a cold blooded mass murder! He has been glorified by many, not only in Europe, but also in Hollywood where actors like Del Toro portrayed Guevara as a hero…Ignorance is a dangerous trait, it makes society vulnerable and accepting of the unthinkable. Che Guevara was a coward, evil and sadistic terrorist, a mere disgrace to humankind. Shame on you Mercedes Benz!!

    16. tjbears says:

      The Crass Marketing of a Sadistic Racist! Seriously? What were you people thinking? Your Advertiser should be fired and Mr What's his name should be ashamed to have that picture standing behind him. Disgusting! Sent this to my 300 email addresses and posted on facebook.
      Here is their contact info One Mercedes Dr Montvale NJ 07645 (201)573-0600

    17. Marta Calero says:

      Gloria it shows you how ignorant you are, Che was assassinated in 1967. Also I got plenty of relatives in Cuba and also lived there and NOBODY gets killed for stealing 2lbs of meat. So STOP LYING!!

      In the USA each day more USA citizens get killed and nobody cries foul.

      Where were you when Bush and Cheney invaded Iraq for not reason at all and in the process killed over 200,000 Iraqis and over 15,000 GIs? Now that is crimes against humanity.
      Che was a wonderful man, leader and had a great heart. YOur mind had been brainwashed bad false stories from diehard Batista's followers from Miami.

    18. Diego Moreno says:

      If Ernesto Guevara was racist, Mr. Mike Gonzales I can explain why the hell he went to Africa in 1965 to lead a military action in the Congo! ?

    19. ADORAL says:

      Che Guevara is an inspiration for assassins and murders. I grew up in communist Cuban and like many other children my age I was forced to read a page of the assassin’s diary every morning in front of our class before the beginning of the school day 360 days a year until we had the damn diary memorized. Unfortunately the world is filled of ignorant misinformed people that barely understand the present and know very little about world history. VIVA any other car maker except Mercedes Benz !. Next time they should do their homework, or perhaps they did and this is a marketing stunt to get additional publicity

    20. SwissGuy says:

      Well, Che probably is not a hero, and Mercedes decision to use is face was unappropriate. But there is a large amount of hypocrisy within you guys…you cuban of Miami and other USA States. You appearently don't apply the same vigorous condemnation when talking about dictator Batista, that was removed thank to Castro and Che Guevara. And supported by the USA, where you live now, like many other dictators in the world. By the way, the USA used to support Osama Bin Laden as well. So I just wanted to point out your hypocrisy. You are so shoked by dictators and violence…sometimes. And sometimes not. It's just funny.

    21. jesus soto says:

      mandela is great man and deserves respect for the many years in jail and the holding on to his convictions when the world did not care that his people were treated wrongly and killed without trails and had no voice in the running of their lives and their homeland. however mandela wrong on che when he does not see the thousands killed without a fair or any trial yes some were bad but most were not most were against castro and were labeled pro cia or pro batista the truth is that in 1960 and today the persons killed by che with his if in doubt put them in front of a firing squad slogan are looking for freedom as mandela did in his time . the other truth is that many of the anti cstro leadership in cuba today are black because blacks suffer as much or more under the 53 year old dictatorship that che helped set up

    22. This is so insulting to the Cuban people. How sad, that so many people in this world are so ignorant and have made this evil creature a hero. Makes me want to vomit. so sad!

    23. Joe says:

      Own a Mercedes Benz will not buy another from el Che.

    24. Joe says:

      will not buy a car from any benefit to el Che

    25. Fred says:

      From his Message to the Tricontinental:
      "Hate as a fight factor; unbending hatred for the enemy, which pushes beyond the natural limitations of man and turns him into an effective, violent, selective and cold killing machine. Our soldiers must be thus, a people without hatred can not vanquish a brutal enemy."
      Wonderful man, wasn't he? ¬_¬

    26. diego says:

      not defending Guevara (i DONT want to), hust defending Mercedes-Benz:
      1.in which universe, the same guevara would be pleased to sponsor a company like Daimler ?
      2.why many thought: Guevara for selling cars? the show, with guevara, is for the CAR-SHARING APP, and (for indignant americans) i remember the old http://www.archives.gov/exhibits/powers_of_persua… for car-sharing too,a bit insensitive to nazi victims
      3.for those who say: "not a good way to do advertising", i'm not so proud of this but someone could say there's another way to consider your posts: you're helping the Company doing more and free advertise, mainly for the car-sharing App

    27. Sona says:

      He was not evil. This is never wrong to fight for freedom for country. He was hero for Cuba. I remember one of Che Guevara Quotes – The life of a single human being is worth a million times more than all the property of the richest man on earth. And an evil can never say these lines.

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