Mercury Cougar

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The Mercury Cougar was an automobile sold under the Mercury brand of the Ford Motor Company's Lincoln-Mercury Division. The name was first used in 1967 and was carried by a diverse series of cars over the next three decades. As is common with Mercury vehicles, the Cougar shared basic platforms with Ford models. Originally this was the Mustang, but later versions of the Cougar were based on the Thunderbird, and the last was a version of the Contour. The Cougar was important to Mercury's image for many years, and advertising often identified its dealers as being "at the sign of the cat." Glamorous models leading big cats on leashes were a feature of Cougar and Mercury ads.

1967–1973

1967 Mercury Cougar—the first generation

The 1967 Cougar was based on that year's new second-generation Mustang, but with a 3 inch (76 mm) longer wheelbase and new sheet metal. A full-width divided grille with hidden headlamps and vertical bars defined the front fascia — it was sometimes called the electric shaver grille. At the rear, a similar treatment saw the license plate surrounded on both sides with vertically slatted grillework concealing sequential taillights, a styling touch taken from the Thunderbird. Aside from the base model and the luxurious XR-7 , one trim packages were available for both models: the sporting GT. The XR-7 model brought a wood-grained steering wheel, a simulated wood-grained dashboard with a full set of black-faced competition instruments and toggle switches, an overhead console, a T-type center automatic transmission shifter, and leather or vinyl seats. The GT package, meanwhile, supplied a much larger engine, Ford's 390 in³ (6.4 L) FE-series big block to replace the small-block 289 in³ (4.7 L) standard powerplant. Along with this came an upgraded suspension to handle the extra weight of the big engine and give better handling, more powerful brakes, better tires and a low-restriction exhaust system. The Cougar was Motor Trend magazine's Car of the Year for 1967.

The Cougar continued to be a Mustang twin for seven years, and could be optioned as a genuine muscle car. Nevertheless, it gradually tended to shift away from performance and toward luxury, evolving into something new in the market — a plush pony car. The signs were becoming clear as early as 1970, when a special edition styled by fashion designer Pauline Trigere appeared, complete with a hound's-tooth pattern vinyl roof. A reskinning in 1971 saw the hidden headlights vanish for good, although hidden wipers were adopted. Between 1969 and 1973, Cougar convertibles were offered.

1967

The indroduction of the Cougar finally gave Mercury its own pony car. Slotted between the Ford Mustang and the Ford Thunderbird, the Cougar would be the performance icon and eventually the icon for the Mercury name for several decades. The Cougar was available in two models - base and XR-7, and only came in one body style, a two door hardtop. Engine choices ranged from the 225 hp 286 in³ 4-barrel V8 to the 335 hp 390 in³ 4-barrel V8. A notable performance package called the GT was available on both the base and XR-7 Cougars. This included the 390 in³ V8 as well as a performance handling package and other performance goodies.

Total production: 150,893

Cougar- 123,672 $2,851
Cougar XR-7 - 27,221 $3,081

1968

Not much changed for the Cougar in its second year. The addition of federally mandated side marker lights was the major change. But the biggest changes were under the hood and performance-wise for the XR-7 model. Three new engines were added to the option list this year —the 230 hp 302 in³, 4-barrel V8; the 335 hp 428 in³, 4-barrel V8; and the 390 hp 427 in³, 4-barrel V8. Mercury was serious about the Cougar being the performance icon for Mercury. The XR-7G, named for Mercury road racer Dan Gurney, came with all sorts of performance add-ons, including a hood scoop, Lucas fog lamps and hood pins. Engine selection was limited only to the 302, 390 and the 428 V8. The mid-year 7.0 Litre GT-E package was available on both the standard and XR-7 Cougars and came with the 427 V8. The 428 Cobra Jet Ram Air was available in limited numbers on the GT-E towards the end of the model year. Conservatively rated at 335 horsepower, the 428 Cobra Jet could produce 410 horsepower from the factory.

Total Production: 113,726

Cougar- 81,014 $2,933
Cougar XR-7 - 32,712 $3,134

1969

The third year of production saw several new additions to the Cougar lineup. A convertible model was now available. Exterior-wise, the grille switched from vertical bars to horizontal bars, and a spoiler and a Ram Air induction hood scoop were added as options. A new performance package appeared and several disappeared. The XR-7G and the 7.0 Litre GT-E disappeared, but the 427 and 428 V8s remained. The 290 hp 351 in&sup3, "Cleveland" V8 was added to the engine lineup. The Eliminator performance package appeared appeard for the first time. A standard 302 in³ 4-barrel V8 under the hood, with the 351 4-barrel V8 as an option, the Eliminator was the new top of the line model of the Cougar lineup. It also featured a blacked-out grille, special side stripes, front and rear spoilers, a Ram Air induction system, and a more performance tuned suspension and handling package. It also came in a variety of vibrant colors like Grabber Blue and Grabber Yellow. Only 2 Cougars came with the Boss 429 V8, making them the rarest Cougars ever built.

Total Production: 100,069

Cougar (Coupe/Conv.)- 66,331/5,796 $2,999/$3,365
Cougar XR-7 (Coupe/Conv.)- 23,918/4,024 $3,298/$3,578

1970

The Cougar recieved its first major restyle as the front fascia now featured a center hood extension and electric shaver grill just like the 1967 and 1968 Cougars. Everything from 1969 was carried over as well, except for the GT package. The 300 hp 302 in³ V8 was now called the Boss 302 and was only available in the Cougar Eliminator. This would be the last year for this style of Cougar as it had reached the end of the 3 year body cycle.

Total Production: 72,343

Cougar (Coupe/Conv.)- 49,479/2,322 $2,917/$3,264
Cougar XR-7 (Coupe/Conv.)- 18,565/1,977 $3,201/$3,465

1971

For 1971, the Cougar was completely restyled. Starting to move upmarket as a near-personal luxury car, the Cougar looked bigger, but actually weighed less and had the same wheelbase as its predecessors. The front end now featured four exposed headlights; the disappearing headlights were gone for good. The center grill piece, or cat's nose, was now larger and more noticeable than ever. The rear featured a semi-fastback with a "flying buttress" sail-panel. However, the convertible returned as did the XR-7 as well as the GT package. The Eliminator package was gone forever, but the Ram Air option remained. The engine lineup was shuffled slightly for 1971 as well. Now only three engines were offered—the standard 240 hp 351 Windsor 2-barrel V8, the 285 hp 351 Cleveland 4-barrel V8 and the 370 hp 429 Super Cobra Jet 4-barrel V8. However, the end of the muscle car era, whcih was caused by high insurance rates and rising gas prices, would spell the end of these high horsepower engines.

Total Production: 62,864

Cougar (Coupe/Conv.)- 34,008/1,723 $3,289/$3,681
Cougar XR-7 (Coupe/Conv.)- 25,416/1,717 $3,629/$3,877

1972

The climate had begun to change as the muscle car era ended. No longer able to use gross horsepower numbers, the manufacturers had to use net horsepower figures which dropped the once mighty figures down substantially. Engines were shuffled around a bit. They were now the standard 163 hp 351 Windsor 2-barrel V8, 262 hp 351 Cleveland 4-barrel V8, 266 hp 351 4-barrel Cobra Jet V8, 172 hp 400 2-barrel V8, 208 hp 429 4-barrel V8 and the 224 hp 460 V8. Other than that, the Cougar remained a carryover from 1971. Only minor trim details were changed in 1972.

Total Production: 53,702

Cougar (Coupe/Conv.)- 23,731/1,240 $3,016/$3,370
Cougar XR-7 (Coupe/Conv.)- 26,802/1,929 $3,323/$3,547

1973

This was largely a carryover year for the Cougar, but it would mark the last year of the "Mustang" based Cougar. In 1974, everything would change for the cat. Horsepower figures continued to change as new federal/EPA regulations began their stranglehold on the V8 engines. The new figures continued to flucuate but engine options remained unchanged from 1972. The standard engine continued to be the 168 hp 351 Windsor 2-barrel V8. Optional was the 264 hp 351 Cobra Jet V8, 171 hp 400 2-barrel V8, 198 hp 429 4-barrel V8, and the 267 hp 460 4-barrel V8. This would be the 429's last year in the lineup.

Total Production: 60,628

Cougar (Coupe/Conv.)- 21,069/1,284
Cougar XR-7 (Coupe/Conv.)- 35,110/3,165

1974–1979

File:CougarHoodOrnament.jpg
Cougar hood ornament

For 1974, the Cougar was shifted onto a new platform and into a new market as a personal luxury car. It now shared a chassis with the larger Mercury Montego/Ford Torino intermediates and was twinned up with the new Ford Elite. The Cougar thus became practically the only car to be upsized during the downsizing decade of the 1970s. These years marked the end of the "luxurious Mustang", and the beginning of the Cougar's move towards becoming a "junior Thunderbird" and eventually a sibling of the Thunderbird.

The move was also a sign that Ford was getting serious about the intermediate personal luxury market, which Pontiac had created in 1969 with its radical smaller Grand Prix. Every GM division had an entry in this market by '74 and the market was too large to ignore. The new Cougar paid homage to its smaller predecessor with a three-piece grille up front, topped by a new hood ornament which featured a side profile of a cougar's head. This was a touch which would last until 1983. The car's Montego heritage was fairly evident from the back, however. In between, it had acquired the "sine qua non" of the personal luxury car in the 1970s, opera windows. This body ran unchanged for three years, and during this period all Cougars were XR-7s.

In 1977, radical marketing changes came to Ford's intermediate lineup, although under the skin, mechanical changes were few. The Montego name was discontinued, and all the intermediate Mercury vehicles became Cougars. There were now Cougar sedans, complete with opera windows, a lower-line coupe, and even a station wagon, which lasted only one year. The XR-7 continued as the top of the line, with unusual simulated louvers applied in front of its opera windows and a new rear style that was meant to evoke the larger Lincoln Mark coupe. This year, the Elite name vanished from the Ford lineup and the Thunderbird was downsized onto its chassis to became the XR-7's corporate twin. This association between the two cars would continue for two decades. In keeping with the general trend of the times, the old Torino chassis was discontinued in 1979 and all Ford and Mercury intermediates went over to the smaller, lighter Ford Fox platform the next year.

1974

For 1974, the Cougar had evolved from its Mustang origins. The wheelbase grew to 114 inches and was now shared by the Torino/Montego twins. The Cougar was also restyled inside and out to share their look but maintained the front fascia from 1973. The Cougar also began to share the look of the Thunderbird as the years progressed. The base model and convertible were dropped this year, but the XR-7 moniker soldiered on as the only model in the Cougar lineup. Engine options remained unchanged from 1973, but this would be the last year for the 351 Cobra Jet engine. The manual transmission was dropped in favor of the SelectShift automatic, which was now the only transmission available for the Cougar.

Total Production: 91,670

1975

The Cougar XR-7 continued to add more luxury features as it moved upscale. But with more features, the Cougar was gaining in weight as well. Compared to the 1967 version, the 1975 version weighed a full 1,000 lbs more. But it was what the buying public wanted and the Cougar continued to sell well despite this. However for the perfomance fans, a high-performance rear axle and Traction-Lok differential continued to be on the option sheet. Engines were pared down to just three. The standard engine continued to be the 148 hp 351 Windsor 2-barrel V8 with the 158 hp 400 2-barrel V8 and 216 hp 460 4-barrel V8 optional.

Total Production: 62,987

1976

This Cougar entered its last year largely unchanged from 1974. There was a new body for the Cougar in 1977, so nothing else major was done to the Cougar this year. Only some minor trim pieces served to differentiate this year from last. Engines continued unchanged as well. The high performance axle and Traction-Lok differential were dropped this year. Twin Comfort Lounge reclining seats, with or without velour cloth trim, were the only major change for the interior, but it also showed how much the performance aspect of the Cougar had disappeared.

Total production: 83,765

1977

Customers to Lincoln-Mercury showrooms were surprised by the all-new Cougar this year. New sharper and straighter styling that mimicked the Ford Thunderbird and Lincoln Mark V replaced the fuselage look of earlier Cougars. The Cougar also moved to the Thunderbird's 109 inch wheelbase. This move would join the Thunderbird and Cougar together and would last until their demise in 1997. The lineup was also expanded to include a sedan and station wagon. This was because the Mercury Montego had been discountined and its models were absorbed into the Cougar lineup as a result. The base Cougar returned as well for all three models. The XR-7 came only as a coupe. The Cougar Brougham was available as a coupe or sedan and the Cougar Villager was available as a station wagon only. The engine lineup changed for this year as well. The base engine was the 137 hp 302 2-barrel V8 on all coupes and sedans. The station wagons had the 161 hp 351 2-barrel V8 standard. The 149 hp 351 2-barrel V8 and 173 hp 400 2-barrel V8 were optional on all models.

Total Production: 194,823

Cougar (Coupe/Sedan/Station Wagon)- 15,910/15,256/4,951
Cougar Brougham (Coupe/Sedan)- 8,392/16,946
Cougar Villager (Station Wagon)- 8,569
Cougar XR-7 (Coupe)- 124,799

1978

The station wagon became a one year wonder and was dropped this year. The reason was that the new Mercury Zephyr came in station wagon form and Mercury decided that it would take the place of the Cougar station wagon. The Brougham was discontinued as a model and became a option package instead on the base model. The sedan would carry on as well. Since the Cougar XR-7 sales continued to skyrocket, Mercury wisely didn't change much his year. Two new decor packages became availible this year- XR-7 Decour Option and Midnight/Chamois Decour Option. This latter package came with a half-vinyl roof, padded "Continental" type rear deck, and Midnight Blue ad Chamois interior with Tiffany carpeting. This was Mercury's take on the special designer decour options used in the Lincoln Mark VI. Engines continued unchanged as well. The Cougar XR-7 would set an all time sales record this year.

Total Production: 213,270

Cougar (Coupe/Sedan)- 21,398/25,364
Cougar XR-7 (Coupe)- 166,508

1979

This would be the last year of the big Cougars. Detroit's downsizing would now affect Mercury's biggest seller. But for this year, nothing major happened. A new electronic voltage regulator, and plastic battery tray would be the biggest mechanical changes for the Cougar. The standard engine continued to be the 302 V8.

Total Production: 172,152

Cougar (Coupe/Sedan)- 2,831/5,605
Cougar XR-7 (Coupe)- 163,716

1980–1988

For 1980, the XR-7 was again the only Cougar. Now on the Fox chassis, shared by the Mustang, the Cougar had returned to roots. But it was still a copy of the Thunderbird. The 1980-88 Cougars were nicknamed the "Fox Cougars" because of the new chassis. Opera windows became optional, although the louvered style of the old opera windows were applied to the standard-window coupes. Wipers were no longer hidden, and for the first time, the Cougar had sedan frames around its windows. Inside, there was a turn to flashy electronics, considered ultramodern at the time, with digital instrumentation and trip computer functions available. A smaller 255 in³ (4.2 L) V8 was the base engine, but this engine was considered weak and did not last long. Like the downsized Thunderbird, this generation of the XR-7 was poorly received by the public. For 1981, the line broadened again, with a Cougar sedan. Six cylinder engines appeared for the first time, and then in 1982, another Cougar station wagon appeared.

1983 brought substantial change. Lower-line intermediate Mercury models were subsumed under the Mercury Marquis badge, leaving the Cougar once again as a coupe only. The XR-7 badge went away for this year. The car was completely rebodied, along with the Thunderbird, with the two becoming the first examples of the new flowing "aero-look" design, which would eventually spread throughout the Ford line and influence the entire industry. Wipers were hidden again, and the Cougar differed from the Thunderbird mainly in having a very sharply-raked, almost vertical rear window similar to that on GM coupes such as the Chevrolet Monte Carlo. Some critics considered that this went oddly with the smooth, organic curves of the rest of the car, but buyers responded positively and this Cougar was a success.

Power options were very diverse in this generation, ranging from a turbocharged 2.3 L I4 to a 3.8 L V6 and the perennial 302 in³ (4.9 L) V8. Somewhat oddly, the revived XR-7 was now only available with the turbocharged four-cylinder engine and was trimmed more to suggest performance than its traditional luxury image. In 1984, the new Lincoln Mark VII adopted this body shell and for the first time, became a cousin of the Cougar. For 1987, a partial reskinning of the Cougar occurred, bringing flush headlamps and better aerodynamics. The turbocharged motor disappeared, and two models were sold, the LS with V6 or a V8, and the XR-7 with a standard V8 and luxury amenities as of old.

1980

An all-new Cougar greeted car buyers this year as the Cougar moved to the smaller 108 inch wheelbase Fox platform. The car was now more similar to its Ford Thunderbird relative. The sedan and base Cougar were dropped this year. The XR-7 was once again the only Cougar model. Many Cougar fans refer to the 1980 to 1982 models as the "lost years," as sales declined substantially. Engines were reduced to just two and for the first time, a six-cylinder engine was availible. The standard engine was now a 119 hp 255 in³ 2-barrel V8 and and the 134 hp 302 2-barrel V8 was optional. A new four-speed automatic overdrive transmission became standard to replace the old SelectShift three-speed automatic.

Total Production: 58,028.

1989–1997

The last rear wheel drive generation

The car was completly rebodied again for 1989. The biggest change was the switch to the larger MN-12 chassis which was shared by the Thunderbird and Lincoln Mark VIII. The chassis featured a fully independent rear suspension, a first for the Cougar. The flowing lines and extreme notchback roofline were still there, but this generation integrated the two much more successfully. To the surprise of fans, the car had no V8 engine available when introduced. Instead, the base LS had a naturally aspirated 140 hp (104 kW) 3.8 L V6, which had a hard time moving the nearly 3,800 lb (1700 kg) Cougar. The XR7 had a new supercharged version of the same engine. Traditional Cougar touches such as digital instruments continued to be available.

The supercharged engine did not find favor with buyers, and the 200 hp (149 kW) 5.0 L V8 came back to replace it in 1991. In 1993, the LS disappeared and the XR7 was once again the only model. For 1994, the Cougar received a minor face lift, finally adding cup holders. Ford’s new OHC 205 hp (153 kW) 4.6 L V8 replaced the old OHV 302 as the optional engine. Anniversary editions were issued for the model’s 25th year (1992) and 30th year (1997). Nevertheless, the market for coupes was declining across the board and in 1997, Ford ended its trio of personal luxury cars, The Lincoln Mark VIII, Cougar, and the Thunderbird.

1999–2002

Mercury Cougar—the last generation

Of the three names, the Cougar returned sooner. It became a much smaller coupe based on the Ford Contour, known outside North America as the Ford Mondeo. As such, it was a far more contemporary package, with 4-cylinder or V6 engines and front wheel drive. This was the first hatchback Cougar, and the first to have its own body, unshared by any Ford. It was advertised as showing a "New Edge" style that would influence future products, a combination of organic upper body lines with sharp, concave creases in the lower areas. A high-performance Cougar S (S for supercharged) was discussed in the press and at least one prototype was built and displayed in car shows, but the Cougar S never made it into production.

Also unusual for a Mercury, this generation of Cougar was exported to Europe and Australia as the Ford Cougar, but was not a sales success — surprising given that the Mondeo sold well in many countries outside North America.

This generation never sold well. Admittedly, demand for all coupes continued to dwindle, but the sedan versions also languished in North America, suggesting that the Mondeo platform was simply not well suited there — though there is a theory that Ford did not market the Contour and its Mercury Mystique twin properly while the market for the similarly sized BMW 3-series grew. In order to help create excitement for the Cougar, Mercury created several paint and trim packages called C2, Zn and XR. But it was too little too late. Little was heard of either the New Edge slogan or style, with the Ford Focus being the principal exception. In its final year, the car offered an anniversary edition commemorating 35 years of Cougars.

The 1999-2002 Cougars were available with only two engine options, the 4-cylinder 2.0L Zetec engine and the 2.5L Duratec V6. Also, two transaxle options were available for both engines, the manual Ford MTX-75 transmission or the automatic Ford CD4E transmission.

See also

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