There’s something about Che Guevara that convinces older European men that they will become cooler through association with his “brand.” We saw that again yesterday when Mercedes-Benz Chairman Dieter Zetsche launched a new car under a banner picture of Guevara. Years ago, an equally desperate Anglican clergyman tried to stem dwindling congregations with a poster of Guevara wearing a crown of thorns. The hip slogan? “Meek and Mild? As if.”

The Anglican Church continues to, ahem, have its problems attracting people to an increasingly troubled denomination. As to whether communism will help a luxury car maker sell a lavish lifestyle, well, let’s say I remain agnostic. But the occasion to comment on the appropriateness of using Che Guevara to market anything cannot be passed up.

Che Guevara, not to put too fine a point on it, was a psychopath whose sadistic lust for blood was not easily quenched. He killed for pleasure.

He had, moreover, little time for youthful rebellion and none at all for individualism. Lastly, Che Guevara was a racist who specifically held blacks in contempt. I think about this often when I see deluded young African-Americans wearing a t-shirt with his likeness. But a German born a handful of years after 1945 really ought to have known better.


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