We’ve seen a few cars recently here at Barn Finds that have the “wow” factor, and this 1968 Mercury Cougar continues that trend. This car has just come off the back of a full restoration, and the owner has now decided to part with it. Not only does it present superbly, but the engine bay still houses its original 390ci S-Code V8. If something a bit plusher than a Mustang appeals to you, then you will find the Cougar located in Simi Valley, California, and listed for sale here on craigslist. The asking price has been set at $49,750 OBO.
Given the recent restoration work, it should be no surprise to see that the Cougar presents so well. The Wellington Blue paint shines magnificently, while the panels are laser straight. The vehicle has spent its entire life in California, which has helped it to remain rust-free. It has never suffered any accident damage, with all of the steel in the car being original. When the restoration was undertaken, there were a couple of trim pieces that were damaged. These have been professionally repaired, and they look as good as new. The original bumpers were removed and shipped off to the platers. They have been refitted and are perfect. The Cougar features tinted glass, and the condition of this is as impressive as the rest of the exterior. It is interesting to note that the Mercury originally featured an Ivory vinyl top, but the owner has chosen not to reinstall this. Purists will not agree with this decision, but I think that it could be the right move in this case. The wheels aren’t original, but they suit the character of this classic exceptionally well. If originality is crucial for the buyer, then they shouldn’t have trouble locating a set of correct steel wheels and wire wheel covers to fit in place of these.
Mercury offered buyers a significant choice of engines for the 1968 model year, but the original owner chose to tick the box on the order sheet next to the 390ci S-Code V8. This beast produces 325hp and blesses the car with levels of performance that would satisfy most drivers. Shifting duties fall to a 4-speed manual transmission, while the Cougar is also equipped with power steering and power brakes. That isn’t a bad combination and should be capable of delivering a 14.4-second ¼ mile ET. The engine is numbers-matching, although it has been fitted with an upgraded Holley carburetor. The owner supplies this YouTube video. It provides a walk-around, along with a chance to hear the 390 running. This is a Cougar that purrs like a kitten. During the restoration, the Mercury was treated to new control arms, new front springs, and a new brake booster. The vehicle doesn’t just purr at idle. The owner states that it runs and drives extremely well.
There is no point in getting the exterior of a classic like this looking spot-on if the interior looks tired and beaten. To that end, the interior of the Cougar has received new seat covers, a new carpet set, along with a headliner and dash pad. The result is an interior that presents beautifully. There are a couple of minor flaws with the steering wheel, but I wouldn’t count these as deal-breakers. The interior presents as it would have when the car was new. The only apparent change is that a standard radio now occupies the spot where the vehicle’s original radio/8-track player would have been. However, these can be found through various sources so a replacement could be fitted, if required. The interior does feature one of those really cool optional extras, and that is the Tilt-Away steering wheel. Judging by this photo, not only is it present, but it certainly tilts that wheel away.
When the Global Financial Crisis hit, even the might of Ford could not withstand the onslaught that occurred. The future of Mercury had been looking shaky, but the sales drop that the brand endured during this period sealed its fate. There is always a chance that brands like this could be revived in the future, but economic rationalism means that it is highly unlikely. Therefore, it is left to classics like this 1968 Cougar to remind us of better times. As reminders go, it isn’t a bad one. It would look great parked in your driveway and would grab plenty of attention at a Cars & Coffee. It would also get up and get serious the moment that the driver buries the right boot. Hmm, sounds like a winning combination to me.
Very nice. The early Cougars always presented themselves as slightly plusher, higher-class than their Mustang brethren. This one carries that off exceptionally well, with the classy dark blue paint and the contrasting white/blue interior. But you still get the performance of the 390 4-speed combination. I don’t follow Cougar prices, so I don’t know if $50k is reasonable. But if you want a FoMoCo muscle car which is not so common, this would be a great example.
And interestingly, in its stock form with the vinyl roof, whitewalls, and wire wheel covers, think how different it would look.
Nice write-up Adam.
I am the owner. The wire wheel covers and stock steel wheels are included in the sale. The sale also includes a high end vinyl top from West Coast Cougars. Remember this Cougar is one of 418 with the 390 S code and 4 speed.
Thank you,
Ric G in Cali
I had a 68 XR7, and I like the interior better. The gages were nice to have, not to mention the overhead console with map lights. Also the seats had headrests. All in all,though this is a beautiful classic. Wish I still had mine! (Doesn’t everyone wish that at some time or other! )
This is one of the nicest Cougars I’ve seen — just lovely. I personally would stick with the current wheels and plain roof, but it’s nice that the next owner has the option to put it back to a stock appearance.
Good luck with the sale, rgoudsward!
Very nice Cat, always liked the longer wheelbase and seems to be ready to be enjoyed by the next owner.
Always liked the 1st gen Cougars. We all knew it was a glorified Mustang, but it really had a look all it’s own, a Mercury tradition. Now, ( and here it comes with alarming regularity),$50 grand, they’re nuts. Like the GTO before, these cars, at the time, were nothing special, became regular beaters. Okay, the 4 speed was rare, of all the Cougars I saw, most were secretaries or librarians with automatics. In their ads, they actually catered to women. All you see today are 4 speeds, it just wasn’t so then. Maybe if it was an XR7, which was even more rare than the 4 speed, I just don’t see $50K dollars here, IDK.
The perception as a “secretary car” is what hurts the resale value today. However, the sharp looking black color scheme and macho wheels help. The seller may not get his high investment in restoration back on this one. But personally, I love it!
“Secretary Car”… I hear that more now than I did back then. Mostly in reference to the origins of “special body Falcon, which is the first Mustang”. So, maybe it started as a Secretary Car with a small engine. But by they time it got 390 with a 4 speed??? Seriously, I would like to meet that secretary.
PS, I would leave the vinyl roof off, and keep those wheels on it.
The idea of the Cougar bring a glorified Mustang was my thought too until I took a Cougar apart. There is virtually nothing on a Cougar that interchanges with the Mustang other than the drive train and front windshield. I know on the 67 Cougar the strut rods and lower control arms are different. Not sure on the 68 Cougar front ends but the springs are unique. The Cougar was actually built better as well
For that price does it come with a barn?
Try buying a project Cougar with this driveline and options and then restore it to this level. You will be over the 50K mark pretty fast. As for rarity there were 32,709 1968 XR7s built. There were only 3260 1968 Cougars total (all engine sizes) built with a 4 speed.
You tell`em CatHouse!
Nice car, lots of eyeball. Appears to be done well. Owner about $20K proud on this one, obviously not serious about really selling it.
Even if it was an XR-7, it would still be 25% too high– on a good day.
Just wow
390 4 speed
Imagine that much power in this little car….
I hope it goes to a good home
My first car was a 68 XR 7 GT. Maroon with a black vinyl top and black interior. It was an amazing car, surprised a few era musscle cars.
You tell`em CatHouse!
Very representable Cougar! I will say it again it would take one incredible mustang to make me that over a Cougar like this! I will buy a Cougar some day and it will be a beautiful one!
Drove a friend to Mace Lincoln Mercury in 1974 to pick up a Berrywine colored GT with the same 390 factory 4 speed. Addition of the 428 heads, cam, spread bore holley, headers, shaker scoop and close ratio 4 speed and it would pull the front wheels off the ground through the first three shifts…
Good Memories!
Very nice Cougar. The price is to be seen as this year model is quite rare with the 4 speed. Most of the 390 sales you see are automatics.
I love the 390 S code engine as once it is dialed in these are super reliable and more than adequate to move the Cat down the highway.
I need to keep an eye on this one as I have a 68 GT but it is an automatic (C-6).
I like not having the vinyl top and the wheels are much better than the wire wheel hubcaps.