Mercedes’ Chief Thought Using ‘El Ché’ to Peddle Luxury Cars Was an Awesome Idea

Yeah, this was the image that gave Mr. Dieter Zetsche a big P.R. headache and forced him to apologize to the Cuban exile in Miami.

Turns out the head of Daimler’s Mercedes unit, didn’t stop to think that using the image of El Ché to peddle a luxury car was not going to sit well with many people … especially the Cuban exile in Miami, who think El Ché is pretty much the same as the diablo en persona.

Ah… the wonderful world of marketing!