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A police spokesman said about 9.45am on Monday, three men entered the Z petrol station on Kaikorai Valley Rd, demanding cash and cigarettes.
He said one of the men presented a firearm at the attendant.
"The men then left with a quantity of cash and cigarettes."
While the victim was not injured, they were very shaken and receiving support.
Dunedin police are seeking sightings of the car, a silver Subaru Impreza station wagon, registration CYB66.
"Dunedin CIB are currently investigating and ask anyone that recognises the vehicle pictured to come forward."
If you have information that can assist the investigation please contact police on 105 quoting file number 200324/8800.
Information can also be passed on anonymously through Crimestoppers on 0800 555 111.