Dieter Zetsche of Mercedes backdropped by Che Guevara, huh?

Posted By on January 11, 2012

Without getting too political, I question whether Mercedes-Benz Chairman of the Board of Management Dieter Zetsche was thinking clearly as he gave his presentation at CES in front of an enlarged photo of Che Guevara?

“Some colleagues still think that car-sharing borders on communism," Dieter Zetsche said "but if that’s the case, viva la revolucion!"

I suppose the German car company could have gone with an even more dysphemistic German figure for shock value … if that was their intent, but the folks at Mercedes need to have their head examined if they think this marketing works on most Americans considering a Mercedes-Benz, or maybe it is just me?


For the record, they were not celebrating Guevara or even promoting their next expensive luxury sedan, but highlighting “car sharing” … but then you be the judge regarding using Che at the CES presentation. LINK

"Viva la revolucion!"

Mercedes-Benz may not seem like the kind of company that would promote the social use of its vehicles, but at CES today, it was doing just that.

During the company’s CES press conference, Daimler’s chairman of the board of management, Dieter Zetsche, laid out a vision for car sharing that may be intimately tied to Mercedes cars in the future.

Read more here and here.


Desultory - des-uhl-tawr-ee, -tohr-ee

  1. lacking in consistency, constancy, or visible order, disconnected; fitful: desultory conversation.
  2. digressing from or unconnected with the main subject; random: a desultory remark.