I don't consider Lutz as bad PR...he just doesn't sugar-coat things. Which can be both good and bad.
Read exactly what Zetsche said, "I consider the realistic definition for the pricetag is that
the [customer's] investment has a payback as a fuel saving..."
He hides the fact that cars will be getting more expensive by saying it will all work out in the end...Lutz just came out and said "look, cars will be getting more expensive because of these new regulations."
I guess it all comes down to what you'd rather hear.