diff --git a/guix/scripts/deploy.scm b/guix/scripts/deploy.scm
index 6a67985c8b..329de41143 100644
--- a/guix/scripts/deploy.scm
+++ b/guix/scripts/deploy.scm
@@ -94,7 +94,7 @@ Perform the deployment specified by FILE.\n"))
                         (machine-display-name machine))
                   (parameterize ((%graft? (assq-ref opts 'graft?)))
                     (guard (c ((message-condition? c)
-                               (report-error (G_ "failed to deploy ~a: '~a'~%")
+                               (report-error (G_ "failed to deploy ~a: ~a~%")
                                              (machine-display-name machine)
                                              (condition-message c)))
                               ((deploy-error? c)