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Abstract
Automobile is a high‐involvement product that typically requires significant buyer's attention when purchased. It is typical that country of origin (COO) of a purchased car is considered among other product characteristics. hough COO concept is analysed for decades, many factors allow to explore this issue again. First, globalization factors influence importance of COO. Second, products have certain specifics, and COO is not equally influencing buyers’ decisions in all cases. Third, countries have some stereotype images, which vary among different groups. And finally, buyers themselves are ‘products’ of certain historical and economic developments of their environment, which predetermine their beliefs and associations. Analysis of attitudes about automobile COO and related associations among Lithuanian middle‐level managers represents specifics of a country that was fully exposed to products of the international automotive industry just for about a decade.