Rarity is a question that invariably sparks debate in the classic world. There is no doubt that some cars command a premium due to an unusual combination of factory options, while the values of others may be unaffected. That brings us to this 1968 Mercury Cougar XR-7. The seller includes documentation confirming that it is a 1-of-1 classic, and it has certainly generated plenty of interest since hitting the market. I must say a big thank you to Barn Finder Curvette for spotting the Cougar listed here on eBay in Culver City, California. The seller set their BIN at $19,995 with the option to make an offer. However, it will be fascinating to gauge your view on this Mercury and whether you believe the options package makes it a cut above average.
Introduced in 1967 as its entry into the growing Pony Car market segment, the Cougar badge remained the backbone of Mercury’s model range until 2002. This second-year example is an essentially solid classic requiring restoration. Its Cardinal Red paint looks tired and baked, which is unsurprising given the car’s location. However, what it lacks is genuine rust problems. There are small areas in the lower rear quarter panels, door corners, the hood, and the trunk lid. There is also emerging rust below the back window, but the seller states that the underside is rock-solid. They include a replacement trunk lid and recommend swapping the hood. Otherwise, any other issues are candidates for well-crafted patches. Some trim pieces are beyond salvation, while others are restorable. The tinted glass looks okay, but the wheels are a later addition.
Powering this Cougar is a period-correct 302ci V8, hooked to a four-speed manual transmission. The first owner selected power disc brakes and heavy-duty suspension, but passed on steering assistance. We’ve reached the point where potential buyers must make decisions about this classic. The car runs and drives perfectly in its current form, and is a turnkey proposition. However, the 302 chosen by the first owner was the desirable J-Code variant, which produced a factory-quoted 230hp and 310 ft/lb of torque. Both figures exceed the entry-level 302, resulting in a noticeable performance gain. The seller has retained the numbers-matching engine block, intake, air cleaner, and some ancillaries. They will include these parts if the buyer hits the BIN button. Otherwise, they will negotiate for a separate sale if the buyer wants them. Returning this Cougar to its factory form would maximize its investment potential, but it is unclear whether negotiating or accepting the BIN figure would be the best approach. It appears that reaching out to the seller would be a logical first step.
The included Marti Report confirms that the first owner equipped this Cougar’s interior with Black leather trim, air conditioning, a tilt-away wheel, and an AM radio. It is this combination, along with the heavy-duty suspension, that makes this XR-7 unique. Sadly, the A/C is incomplete, and a functional issue prompted a previous owner to swap the tilt-away for a standard column. The seller can include a replacement tilt-away system, but this will cost the buyer an additional $1,000. Obvious work required includes replacing the seatcovers, sourcing a correct radio for authenticity, locating appropriate A/C components, and some minor trim repairs or replacement. However, the foundations are there to return the inside of this Cougar to its former glory.
The automotive industry is a fascinating world. There was a time when buyers faced few choices when ordering a new car, but the rise of factory options dramatically changed the landscape. However, there are exceptions to that rule. I recently purchased a new vehicle off the showroom floor as my daily driver. My only choices were between two transmission types and six paint shades. Therefore, no matter how many cars rolled off the line, there could only be twelve variants. The current Fiat 500 is at the other end of the scale, with its selection of factory options allowing scope for an eye-watering 500,000 variations. Undoubtedly, some combinations will increase the future value, while others will have no impact. The same is true of this 1968 Mercury Cougar XR-7. Do you think its unique status makes it worth more, or are the factory options irrelevant?
Cool Cat, ordered just how the buyer wanted it. Assume they favored a mostly hwy duty cruiser w the extra punchy 302, a/c, long legs ⚙️ and no trac-lok out back. 4sp as mentioned is the real treat on this one. 👍 🏁
What an ad….with no underside picks…..yes not seeing a trac-loc on the Martini or disk brakes….would that be so hard – is it just a spring thing ?
Seller wants $1000 bucks extra for what…..and will neg on orginal block? Where’s all that factory A/C stuff….I’d pass just on the sellers write up….
This would have been a great car should it have avoided the tin worms everywhere. The NOM does not add with the body and interior seats rebuild to shy of 20 grand.
Knock off 8000 or more and maybe someone will restore; but one needs to find an engine up to 90 days prior to build.
Good luck with sale!
This would have been a great car should it have avoided the tin worms everywhere. The NOM does not add with the body and interior seats rebuild to shy of 20 grand.
Knock off 8000 or more and maybe someone will restore; but one needs to find an engine up to 90 days prior to build.
A unique car for sure but needs a lot of work at that price. Looks like the whole A/C system is gone and not seeing any hoses going to a heater core. Also replacing the leather interior to keep it original will not be cheap. Feel the original engine block should be included regardless if it sells a little cheaper than the asking price.
This 1 of 1 stuff gets a little silly when you are drilling far down the option sheet.
If the 1 of 1 pertains to drivetrain, fine, otherwise, nothing worth paying extra for. And this is way overpriced.
Exactly. The article says there are about 500k option combinations, and I’d wager about 95% are pretty mundane. In that era when you could get three or so different engines in various degrees of tune, maybe three transmissions, and a few axle ratios. Plus, paint and interiors in all the colors of the rainbow. Ahh, those were the days.
This is an unusual car for sure with the 4 speed. The one of one only pertains to a car with the exact same options, paint color and interior as this one. There could be other cars out there that are exactly the same except for the paint color or the interior color. Given the overall condition of this car plus the many missing original parts I think that this car is overpriced. 10K would be a better ask and then the original engine parts and the replacement tilt away needs to be included.
No way is 20K a reasonable price. This puppy will require a large bankroll to complete a restore. The original engine should be part of this extreme price along with the tilt column.
After you take possession, probably 12 to 15 grand and it will be ready for paint.
Local shop had this same model black on black and fully restored. I see great possibilities here but asking price needs to be adjusted to allow for the 15K needed to do so. GLWTS
Do you recall what the shop was asking?
Sorry Kim it was not for sale, just having work done.
Look,how about one price for everything that pertains to the car instead of
n & d the buyer.
1 of 1 because of options, but a missing a/c and steering column.$10.000 tops
If this cougar had a red interior and a few other upgrades, it would almost be a dead giveaway for @stevedulcich & @roadkillgarage. The price for this car isn’t terrible, and depending on the new owner’s upgrades, they might get out for less than $50k and have a good daily driver.
Another dreamer. this was somewhat rare, not really desireable, that would be if all the original parts were still on the car. This is a rust bucket. Look at the Ebay listing you will see a few much more desireable cougars,but only a 69 has any bids.
A car from this vintage could end up being a 1 of 1, because it has “Cigarette Lighter – delete”. That would be unusual, but worth more money? I think, “not”!
Plenty of rust and a salvage title too…. seller needs to get real on the price. And some chassis pics would be helpful.
Nothing about this so-called 1 of 1 makes it worth any premium. And… the A/C is not completely there, and the tilt-away isn’t there, and the original engine is not even there. And if I want the original engine I can pay additional, and if I want the original tilt-away I can pay additional. How much is the seller charging for the extra rust?
And NO heater.
Nice part obviously is the 4 speed. It may be rare due to the 4 speed but this one needs a lot of work. 10k is probably what it is worth in this condition. IMO the tilt away steering was the coolest option on these Cougars.
I parted in the only pinto I ever drove. It’s now 1 of one too.
If a car is cool then it’s cool. All the droll drill down is marketing in my opinion.
Stopped collecting stamps at 10 because a book said my 2 old cent wasn’t valuable like a Vermillion or magenta version would be.
All I saw was the same president profile and realized the hobby wasn’t for me.
Moral to the story is not everyone believes in unicorns, or perhaps the emperor has no clothes.
Seems like everyone agrees that this is worth nowhere near what the seller wants, and I agree. Nice car, I loved the XR-7 especially, but having to pay extra for the original block and steering column makes me think this is just a rip-off for the buyer. It is not a 1 of 1. It’s now like probably 400,000 other XR-7’s. No tilt wheel, no original engine, no a/c. So what is special about this car now? 8,000-10,000 MAX is what I would even think of offering. Start at 8,000 and go from there. 20 Large is a lot for a rusted plain cougar.
Looking at the pics on Ebay again, I love the duct tape on the back seat back and package tray. Front bumper needs to be replaced with all that rust.
Some people just think they are sitting on a million dollar car, when in fact, it’s just a pipe dream! And this one is still sleeping.
Dulcich’s Cougar isn’t an XR-7
The only thing this car has going for it is the 4speed Cougars are not Mustangs and are hard to sell. Look on Feebay or BaT and you could probably buy a 4 speed GTE for $45k or so
45K would hardly make the downpayment for a 4 speed GTE. Mercury only built 3 of them. Two are still known to exist. Who knows where the third one is? If the third car was found and it was in a comparable condition to the car that is the subject of this posting it would most likely sell for about 150K.
Just using the original parts as hostage for the price asking.
Had a 68 and was a nice car except the floor pans were toast from spilling of beer. Steel road signs did the trick back in the 80’s.
Realistically these cars are under priced. But the ask for this one is a touch over. In cali he might get that but I would call it 12K for a fair trade, cash for all of car.
Cool Couger, but not worth 20k, 10k is more realistic.
Looks great as it sits. All the chatter about 1of 1is a fools errand. It’s a solid runner as is, clean it up, rebuild the suspension, and fix the heater. I’d rather drive this everyday for a few years than an over sized, over priced Honda of some sort with years of monthly payments.
And there will be rust, look at the hood and trunk lid, and the front bumper. Why no pictures of the underside, or the trunk? For that asking price something smells a little fishy.
Cool looking Couger. Buyer beware.
1 of a very few should be reserved for ’68 Cougars with 427s!
I agree with other comments on price . About $10000 is about right and that should include all original parts with it . The new owner is still going to have another $25000 to $30000 into it , But it will be a nice ride when done.
@AdamClarke You wrote: “I recently purchased a new vehicle off the showroom floor as my daily driver. My only choices were between two transmission types and six paint shades.”
This is one of the main reasons why today’s new cars suck. NO CHOICES! I am actually surprised you had a transmission choice…I am guessing there was no manual trans option though. New cars today are just like a dixie cup. They may serve a useful purpose, but are not designed to enthuse or excite, and when you are done using, throw it away. It’s all computerized plastic and tin nanny state warning equipped crap.