Mercedes: Hey, sorry for using Che Guevara's image to try to sell cars

The image briefly appeared Tuesday during a presentation by Dieter Zetsche, head of Daimler’s Mercedes unit, at the International Consumer Electronics Show in Las Vegas. It reproduced a famous Alberto Korda photo of Guevara, the Argentine communist who spearheaded the revolution that brought Fidel Castro to power in Cuba. The photo became a symbol of communist revolutionary movements during the 1960s and ’70s.

But in place of the star that adorns Guevara’s beret in the original, Mercedes affixed its corporate logo.

Activists reacted with horror to the appropriation of Guevara, whom many political conservatives and Cuban-Americans consider a mass murderer who helped subjugate Cuba.