The changing environment in Europe opens up new market opportunities for consumer product firms. This change challenges firms to approach decision making with the aid of strategic marketing, including knowledge of consumer reactions to products. Since self-concept and image congruity are important to understanding consumer behavior, the study was conducted to determine the self-image/product-image of European consumers related to an American automobile, the Ford Escort. Results indicated that a relationship does exist between self-image/product-image congruity and intention to purchase.