Will they also adopt Che Guevara’s catchy slogan, “to establish Socialism rivers of blood must flow?”

(CBS News) — “Some colleagues still think that car-sharing borders on communism,” Mercedes-Benz Chairman of the Board of Management Dieter Zetsche said onstage at CES today, speaking about Mercedes’ new CarTogether initiative. “But if that’s the case, viva la revolucion!”

To be sure, a luxury-car maker like Mercedes is not actually promoting communism. But during his CES talk, Zetsche pushed hard on a vision that the company has for a greener future that allows drivers to reduce emissions by using connected and social technology to easily find compatible passengers to share rides with.

Still, it’s odd — and no doubt intended to stir up conversation — to hear a company so inexorably tied to money and lavish lifestyles invoking philosophies like communism. Especially with a picture of Cuban revolutionary Che Guevara towering over Zetsche as he talked. Of course, Che’s signature beret sported a Mercedes logo.

Either way, Mercedes’ car-sharing technology is part of the company’s larger vision for a smart-car future, one it’s already implementing in its cars, and which it thinks can help drivers save money on fuel, and save the earth from excess emissions at the same time. As well, Mercedes wants to leverage the latest in telematics technology to give those who plunk down small fortunes on its vehicles the most up-to-date driving/technology experience.

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