Do you know where
babies cars come from? Anderson Analytics took a survey of 1,000 college students from more than 375 universities and discovered that many of them don't. A third of the respondents thought Lexus was American. More than half of them thought Hyundai was Japanese, and at the same time, two-thirds of them think Korean products are no good. Almost half thought Volvo and Saab were German, and more than half thought Land Rover is American. Which, technically, it is, but probably not in the way they meant it.
The survey, carried out last summer, was actually a study of country-of-origin on brand perception. Carmakers weren't the only ones to suffer from "They don't make that here?" syndrome. Almost no one knew that Nokia is Finnish, and almost everyone thought that Motorola's Japanese. But country origin doesn't have the same effect on brand perception for cell phones that it does on cars. However, how important can it be to make sure people know your car is Swedish if those people can't point Sweden out on a map? Just make sure they don't think it's Korean.