Statement from the Mercedes-Benz parent company over the use of Che Guevara image:

Daimler AG apologizes for having used a picture of Che Guevara in a presentation on January 10, 2012. It was inappropriate and should not have happened. We feel that we owe everybody who felt disrespected an explanation on the context in which, unfortunately, it did happen.

Last Tuesday our CEO Dieter Zetsche delivered a keynote speech at the Consumer Electronics Show (CES) in Las Vegas. He addressed the revolutionary changes in auto mobility and laid out our plans for auto connectivity. Dr. Zetsche's remarks were illustrated by multiple images, graphics and videos. In discussing one of our new mobility solutions aimed at reducing traffic congestion, fuel consumption and emissions — namely providing customers with car-sharing services as an alternative to car ownership — Dr. Zetsche said, “…in an industry that’s been selling cars for more than 100 years some colleagues still think that car sharing borders on communism. But if that’s the case, then ‘Viva la Revolucion’.” That’s when the ill-chosen image momentarily flashed on the screen. It was a very brief, but nevertheless inadequate snapshot in a 35-minute presentation on how connectivity might change the automobile.

Contrary to some reports it was not an “advertisement” or part of a PR campaign. Nor did Dr. Zetsche mention Guevara. And Daimler was and is most certainly not condoning the life or actions of this historical figure or the political philosophy he espoused.

Still, the fact remains: To use the image was insensitive and utterly wrong. Please accept and extend our apology to all who took offense.