1968 Mercury Cougar XR-7: Where Luxury Met Muscle in the Late '60s
"Not
just a car, but an experience of refinement and raw power."
The
1968 Mercury Cougar XR-7 stands as a testament to an era when muscle cars were
at their peak, and the American automotive landscape was shifting gears toward
something bolder. As one of Mercury's standout models, the Cougar XR-7 merged
elegance with raw V8 power, offering a sophisticated ride that could also tear
up the streets when needed. It was a car for those who appreciated both luxury
and performance in equal measures.
The
Birth of a Legend: Where It All Began
Introduced
in the fall of 1966 as a 1967 model, the Mercury Cougar was Ford's upscale
cousin to the Mustang. But by the time 1968 rolled around, the XR-7 model had
set itself apart as a blend of comfort and muscle, an offering that catered to
a growing market of drivers who wanted more than just speed—they wanted style,
too.
Designer
Larry Shinoda and his team envisioned something different from the wild muscle
cars of the era. While the Cougar had the performance to back up its looks, the
XR-7 came with upscale interior appointments, refined lines, and a distinct
European-inspired design philosophy.
Beneath its sleek exterior lay the heart of a beast, offering engines like the powerful 302-cubic-inch V8, perfect for turning heads and churning rubber.
A Secret
Behind Success
While
many know the Cougar XR-7 for its stunning design and powerful performance,
fewer are aware that Mercury marketed this model as a "luxury
Mustang," making it appealing to a more affluent customer base. It is said
that the original concept was heavily influenced by European luxury sedans,
which explains the XR-7’s sophisticated dashboard and plush leather
interior—features uncommon in most muscle cars of the time. Mercury wanted to
compete with higher-end brands like Jaguar, and the XR-7 succeeded in positioning
itself as the car for those who wanted to enjoy both comfort and exhilarating
performance.
A
Car That Made Headlines
One
of the defining moments in the Cougar's history came during the 1968 racing
season when Dan Gurney took a Cougar to the Trans-Am series. Although it did
not achieve the same level of success as the Mustang in competition, it gained
enough visibility to make an impression on the automotive world. The 1968
Mercury Cougar XR-7 became a car known not just for its performance on the
street but also for its appearance on the racetrack. "They say you can’t have your cake
and eat it too... unless you’re driving a Cougar XR-7." By blending racing technology with luxury
finishes, Mercury created a car that appealed to a broader range of
enthusiasts.
Sales and Production History
The
Cougar was a sales success for Mercury right from the start, with 150,893 units
sold in its debut year. However, it was the XR-7 trim that pushed the envelope,
adding a new layer of sophistication to Mercury’s lineup. In 1968, the XR-7
sold about 27,221 units, making it the most luxurious and exclusive of all
Cougar models at the time.
|
Year |
Total
Units Sold |
XR-7
Models Sold |
|
1967 |
150,893 |
7,412 |
|
1968 |
113,720 |
27,221 |
|
1969 |
100,069 |
23,914 |
|
1970 |
72,343 |
14,169 |
The
peak production year for the Cougar XR-7 came in 1968, riding on the back of
the success from its debut. However, as the muscle car craze faded in the
1970s, so too did sales, and the Cougar slowly shifted into a more full-size
luxury car over the years.
Pricing
Then and Now
When
it first hit the market, the 1968 Cougar XR-7 had a base price of around
$3,050, a steep price tag for the time, but worth it for those looking for a
unique blend of luxury and muscle. Today, finding a Cougar XR-7 in solid
condition can cost anywhere between $25,000 and $40,000, with fully restored or
rare models fetching even more at auctions.
|
Year |
Original
MSRP |
Current
Value (Solid Condition) |
|
1968 |
$3,050 |
$25,000 - $40,000 |
A Palette
of Colors: Iconic Hues
The
Mercury Cougar XR-7 was offered in a range of striking colors that emphasized
its sleek design. From "Grecian Gold" to "Brittany Blue"
and "Madras Blue Metallic," the palette was designed to appeal to
discerning buyers. However, one color has always stood out: "Augusta
Green." This dark, almost mysterious green shade became synonymous with
the XR-7, a perfect complement to its luxurious, yet aggressive persona.
Engine
Choices and Powertrain Specs
The
1968 Mercury Cougar XR-7 offered a variety of powerful engines, from the base
302-cubic-inch V8 to the monstrous 427. Here is a breakdown of engine specs:
|
Type |
Size
(Cubic Inches) |
Carb |
Horsepower |
Torque
(lb.-ft) |
|
302 V8 |
302 |
4-barrel |
230 hp |
310 lb.-ft |
|
390 V8 |
390 |
4-barrel |
325 hp |
427 lb.-ft |
|
427 V8 |
427 |
4-barrel |
390 hp |
460 lb.-ft |
Performance
Stats
With
its blend of power and agility, the XR-7 was no slouch when it came to
performance. Here is a snapshot of its capabilities:
|
0
to 60 mph |
Quarter
Mile |
Engine
Type |
Engine
Source |
|
6.5 seconds |
14.9 seconds |
427 V8 |
Ford |
|
7.8 seconds |
15.8 seconds |
302 V8 |
Ford |
The
Competition
While
the Mercury Cougar XR-7 was in a class of its own, it still had to contend with
other muscle cars of the era. Models like the Chevrolet Camaro SS, Pontiac
Firebird, and Ford Mustang GT offered stiff competition. Yet, none of these
vehicles could quite match the XR-7's unique combination of luxury and
performance, a fact that continues to resonate with collectors and enthusiasts
today. "The Cougar XR-7 was
not just another muscle car. It was the muscle car that wore a suit."
A Timeless
Legacy
As
the years go by, the 1968 Mercury Cougar XR-7 continues to be remembered as one
of the finest examples of where luxury met muscle. With its European-inspired
design, plush interiors, and roaring V8 engines, it captured the hearts of those
who desired more than just raw power—it was about making a statement.
"In a world of Mustangs and
Camaros, the Cougar XR-7 stood apart—not for being the fastest, but for being
the classiest."