January 18, 2012
Diaz-Balart meets with Mercedes-Benz Representatives regarding their insensitive use of “Che” Guevara in an advertising campaign
Washington, D.C. – Congressman Mario Diaz-Balart (R-FL) released the following statement in response to a meeting with Daimler External Affairs and Public Policy representatives. The meeting was in response to Daimler AG, the German company that manufactures Mercedes-Benz cars using a ruthless, corrupt mass murderer, Ernesto “Che” Guevara and slogan “Viva la Revolucion!,” during a promotional presentation at the International Consumer Electronics Show. Below are excerpts from the letter Congressman Diaz-Balart sent to Dr. Dieter Zetsche, Chairman of the Board of Mercedes-Benz Cars.
While I appreciate that Mercedes-Benz issued an apology for its patently insensitive use of his so-called “revolutionary” image, that apology clearly indicates that Mercedes-Benz yet fails to realize the magnitude of the pain – beyond mere “offense” – that the mistake has caused.
Any effect that your marketing scheme may have in elevating the grossly undeserving “Che” Guevara as an icon of popular culture is an affront to his victims, whose lives he so ruthlessly extinguished, their families, and the millions of Cubans who still suffer under the effects of his despicable acts. Trotting out the image of that odious executioner for something as trite as an advertising plan does a tremendous disservice to the truth of who “Che” Guevara was and the evil that he represents.
“Che” Guevara was a sadistic executioner who reveled in bloodshed and violence, and who wished for the annihilation of the United States through nuclear war. It is absolutely reprehensible that Mercedes-Benz would use the image of that cruel monster and the slogan “Viva la Revolucion!,” which evokes horrific memories for so many, as part of a feeble, unscrupulous attempt to sell cars. I am appalled that Mercedes-Benz would choose to associate itself with such depravity.
To prevent this from occurring again, I respectfully request that you ensure that your executives and employees fully appreciate the facts surrounding the historical figures that Mercedes-Benz promotes in its marketing strategies.
Proof that ‘Che’ Guevara was a murderous, racist character is evident not only in the annals of history, but also in his own words:
“To send men to the firing squad, judicial proof is unnecessary … These procedures are an archaic bourgeois detail. This is a revolution!”
“In fact, if Christ himself stood in my way, I, like Nietzsche, would not hesitate to squish him like a worm.”
“ is indolent and spends his money on frivolities, whereas the European is forward-looking, organized and intelligent… We’re going to do for blacks exactly what blacks did for the Cuban revolution. By which I mean: nothing!
“The U.S. is the great enemy of mankind! Against those hyenas there is no option but extermination! If the nuclear missiles had remained [in Cuba] we would have fired them against the heart of the U.S. including New York City!”
NOTE: Click Here, to view a full copy of the letter sent to Dr. Dieter Zetsche, Chairman of the Board of Daimler AG and Mercedes-Benz Cars