It was 60 years ago this month, in September 1966, when the Mercury Cougar was born. The car was marketed as a “pony car in a tuxedo,” sharing architectural similarities with the Ford Mustang while having a three-inch longer wheelbase and fully distinct sheetmetal. Of course, both the Cougar and the Mustang had underpinnings derived from the compact Falcon.
The first-generation Cougar was produced from 1967-70. In a move that may or may not “fly” in today’s automotive world, Mercury ran advertisements saying: “Mercury, the Man’s Car.” One ad said, “Mercury believes that a man’s car ought to be chock-full of better ideas. So, Cougar has fixed-position concealed headlamps (won’t jiggle like “retractables”). And rear turn signals that flash in three steps (to point your turn). Both are standard!”
For the first two years, the Cougar was offered only as a hardtop, but a convertible variant came out in 1969. That same year, the car received a mid-cycle refresh with changes to the grille design, body creases, and taillights. A full-line Mercury brochure is available here.
While roaming through the Millbrae Machines Motor Show earlier this year, one of the cars that stood out to me was a clean Cougar drop-top with some mild custom treatment.
The Cougar’s front end made me wish automakers would bring back hideaway headlights — the look gives such a sleek appearance. This Cougar featured a chin spoiler, hood scoop, driver-side mirror, shaved door handles, and aluminum wheels with low-profile tires.
The cabin looked to be extensively modernized with ivory leather bucket seats, center console, custom steering wheel, and touchscreen audio system. Even the dash was upholstered in matching material. If I were a car show judge, I would have taken note of such details. Bonus points for the Little Trees air freshener, too!
Drivetrain details were not available for this custom build, but when new, the 1969 Cougar came standard with a 351ci Windsor V-8. Worth noting: In 1969, the “Eliminator” package was introduced, delivering Mercury’s response to the muscle car boom. The car had a unique hood scoop, rear deck spoiler, and distinctive side stripes. Most importantly, the Eliminator came with a variety of high-powered engine options: race-inspired Boss 302ci, four-barrel 390ci V-8, and Cobra Jet 428ci V-8.
As the Cougar hits its 60th birthday, it’s fun to look back at some of the cars that started it all — including custom builds like this one that blend old and new into sweet restomod packages. Bring back hideaway headlights!
