Mercedes-Benz apologizes for ‘red hot’ AMG GLA 45 ad amid Europe’s summer heat wave

Veteran automaker Mercedes-Benz has issued an apology on Twitter after a gaffe at a recent ad for a number of its vehicles, the Mercedes-AMG GLA 45 4MATIC. The apology comes beneath a powerful negative response from users of the social networking platform, many of whom found the company’s framing of the automobile as a “crimson hot” addition to this summer’s record-setting temperatures as insensitive. 

Mercedes-Benz’s advertisement for your car featured a version of this GLA 45 4MATIC at a stunning red finish. As a way to emphasize the automobile ’s attributes, the automaker linked its shade to the sweltering summer heat. “If this summertime wasn’t warm enough already, the Mercedes-AMG GLA 45 4MATIC will warm things up even more with this particular reddish finish,” the carmaker wrote.  

[Kraftstoffverbrauch kombiniert: 8,5 l/ 100 km | CO₂-Emissionen kombiniert: 193 g/km | https://t.co/NCNjWnA238]If that summertime wasn't warm enough already, the Mercedes-AMG GLA 45 4MATIC will warm things up even more with this red-hot finish. Mercedes-Benz Kundencerter pic.twitter.com/2xfcKAb85f

— Mercedes-Benz (@MercedesBenz) August 1, 2019

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The wordplay wasn’t appreciated by a prominent number of social networking users, a lot of whom called out the company for the apparently tone-deaf temperament of this tweet. This season ’s summer has been especially brutal, after all, together with Europe’s scorching heat wave in July being 3 degrees Celsius hotter than normal. Researchers have noted that the extreme heat experienced in the region was overrun by climate change, as mentioned in a CNN report. 

So notable were the ramifications of July’s summer heat wave in Europe that last Wednesday, a Eurostar train travel from Belgium to London broke down and immobilized 40 passengers in 40 degrees Celsius warmth without air conditioning. In France, people events and schools were as temperatures reached alarming amounts. In Spain, the warmth helped exacerbate a 10,000-acre wildfire, that had been among the worst to strike Catalonia in years. 

July’s heating wave was felt throughout the European region, using the UK, Belgium, and the Netherlands documenting their highest temperatures to date last month. Germany, where Mercedes-Benz is based, experienced the identical extreme heat, with temperatures topping 40 degrees. According to a report by the World Weather Attribution group, temperatures in the region would have been between 1.5-3 degrees lower without climate change.  

People, that was really not our finest hour. We apologize. We’re working hard over the conversion of our car fleet. We aim for CO2-neutral mobility: https://t.co/eM89zLEp4I

— Mercedes-Benz (@MercedesBenz) August 2, 2019

Amidst the powerful response to its advertising, Mercedes-Benz has posted an apology, admitting the tweet wasn’t its own “finest hour. ” “Folks, that was really not our finest hour. We apologize. We’re working hard over the conversion of our car fleet. We aim for CO2-neutral mobility,” the company wrote. The automaker also contained a hyperlink to the Ambition2039 initiative, a strategy for the enterprise to turn into carbon-neutral in 20 decades. 

Daimler, Mercedes-Benz’s parent company, is in warm water at Germany, together with the company being on the areas of this nation ’s automobile authority, the Federal Motor Transport Authority (KBA) within the alleged use of prohibited shut-off devices for the diesel-powered Mercedes-Benz GLK 220, a popular SUV, in addition to other vehicles equipped with the automaker’s OM642 along with OM651 motors. The KBA’s investigation of Daimler has caused a recall of 60,000 units of this GLK, although the number could be as high as 700,000 vehicles though other vehicles using the OM642 and OM651 motors are also found to have used the emissions-cheating apparatus.

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