Why should car manufacturers apologize for a TV spot produced by themselves?
Fiat apologised to China for a TV Spot that it ''could disturb the sensibility of the Chinese people''.

The Fiat has first produced and put on TV an advertisement with the slogan "the power to be different" and then they apologise to China, because maybe someone was not really agree in this country.
The spot now is around from a long time and I thought that this would really show to “be different” and courageous, going to touch a so delicate subject.
Basically there is just nothing to beg pardon in the contents of the message: a Tibetan child who puts his hands in the snow with Richard Gere does not hurt anyone.
(A pity that was a Tibetan child and not an Italian, or not? Maybe that could disturb the sensibility of italian people too!)
“The choice of Richard Gere as the face of the Lancia Delta was instead dictated by his long and distinguished career in the arts.
The choice of the subject matter by Mr Gere is a reflection of our commitment to artistic freedom of expression. It should not be understood as an endorsement by the Fiat Group of Mr Gere's social and political views” Fiat said. (Ansa News)
Now FIAT says that Richard Gere has decided the spot’s content: they just gave him the possibility to make that!
Of course the responsibility is always someone else! This means to be cowards, rather than "the power to be different".