30th Anniversary Edition: 1997 Mercury Cougar

The seventh generation Mercury Cougar represented a continuation of a product philosophy that was phasing out among consumers. The big, luxurious two-door had been a mainstay on the American automotive landscape for decades, and nameplates like the Cougar had sold very well over that time. However, European models were becoming more sporting, and Americans in general seemed to have gravitated towards SUVs and sedans as a way to experience high levels of luxury. Thus, this 30th Anniversary edition of the Cougar, listed here on craigslist, represented a swan song of an iconic model.

The 7th generation was already revealing where the market was heading with its variety of performance-oriented trims. The XR7 and the Super Coupe were clearly trying to keep customers from walking into the BMW showroom and buying a new 6-Series coupe with a 5-speed manual, sport seats, and firm suspension. And while both trims were valiant efforts to make the Cougar and Thunderbird more engaging to drive, it was too late – the sands were already shifting. The 30th Anniversary model was a way to celebrate everything that made the Cougar great, and you can spot easy clues like the badge on the C-pillars, the unique alloy wheels, and the power retracting antenna on the fender.

The interior featured upgraded leather trim with special commemorative badges on the seats and the floor mats. In some ways, there’s a bit of irony here that this is how the Cougar went out: a special edition model with some upgraded trim and “luxury” features. While you can’t blame the brass at Ford and Mercury for finding a way to eek out a few more sales of a model that had been effectively retired, it reinforces how much leadership relied on gussied-up trim to move inventory. The car shown here appears to be in spectacular condition, with no obvious flaws on the interior. Mileage is said to be just over 38,000.

This still is an attractive cockpit design, and you can definitely see the lineage from the late 80s that brought ford into the modern era. The dash has more contours, dual airbags, and an orientation towards the driver. The plastic trim and other pieces are understated yet appear to be high quality. It’s a design that still looks good today, and of course, you have a meaty 4.6L V8 under the hood that produces a respectable 205 horsepower and 265 lb.-ft. of torque. All together, this Cougar still makes an excellent driver today, and since its future collectability potential is limited, there’s nothing stopping you from adding some miles to this 30th anniversary gem. Thanks to Barn Finds reader Jack M. for the find.