The world’s largest pressure washer company does not know how to distance itself from the French right

The German cleaning machine company Kärcher has again called on the people not to use his name in the French political debate. In fact, the candidate in the recent presidential election Valerie Begress, From the center-right, used on several occasions to “clean up the surroundings” of French cities, saying “you must expel Carcher from the cellar,” and now uses an expression that has entered the text of French politics. The brand, especially right, is used as a metaphor for a defensive and harsh approach to crime, and often indirectly towards immigration, with indirect racist subtext.

The French branch of Kärcher these days The report was released In three interviews last week, P வலதுcresse pointed out how he used it “inappropriately” and called on the French right to stop bringing up his name. But this has been going on for years, and in 2005 the then Interior Minister Nicolas Sarkozy introduced the expression in the French political dictionary and first mentioned the brand in a speech.

Kärcher is the largest pressure washer company in the world, and in many countries from Germany to the United States To France, His name has become a dynamic, i.e., a generic name derived from the proper name. In other words, the brand has become synonymous with production, for example what happened with Scottex in Italy. Although such a semantic process is generally a blessing in disguise for companies, Kärcher’s use of it for many years by the French right is considered a problem.

Beckress, a Republican presidential candidate, has argued that it is time to bring out the caravan that has been kept in the basement for the past ten years by Franுவாois Hollande and Emmanuel Macron. “The last two presidents of the French Republic -” to restore order in the streets “and” respond to the violence of the new barbarians “. Pécresse, this one Right-wing candidates He is very popular with Marine Le Pen and Eric Jemmore, and he said he would “hunt down bosses, thugs, criminals, drug dealers” and revoke their citizenship.

The German company stated that the Kärcher brand was “not the banner of any political party”, but that it was the exclusive property of the group’s companies and that they wanted to stay away from “all parties or political currents” that used it. For political purposes. The company said it wanted to protect “strong civic values” and engage in public welfare activities, such as cleaning the Luxor obelisk in the Place de la Concorde in Paris, organized in collaboration with the French Ministry of Culture.

In the statement, Kärcher recalled that he had been fighting for years for his name not to be exploited in the French political campaign. In June 2005, when Sarkozy quoted the death of an 11 – year – old boy in front of his house in the northern suburbs of Paris, the company’s name first entered the French political dictionary. Since then, it has spread to the rhetoric of the French right.

In 2016, before the last presidential election, the company sent a letter to about twenty politicians asking them not to use its trademark for political campaigning. In a 2020 press release, he reiterated that he would not “borrow” his name and brand for any purpose other than promoting his products. Carcher’s appeals against any French politician do not appear to have been successful.

– read more: French far-right angry over European flag attached to the Arc de Triomphe in Paris

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