Mercedes-Benz has apologised for "hurting the feelings" of the people of China for quoting the Dalai Lama on Instagram.

The German auto giant became the latest of several international companies that have backpedalled recently for offending Chinese consumers with advertising or information that clashes with Beijing's official position on Tibet and other Chinese-claimed regions.

Mercedes' seemingly benign post to its official Instagram account showed a Benz on a beach before rolling white-capped waves.

"Look at situations from all angles, and you will become more open," the ad copy ran, citing the Dalai Lama, who is seen by Beijing as a separatist.

"Start your week with a fresh perspective on life from the Dalai Lama," the carmaker wrote in the tagline.